Launching a light jewellery brand in US, GCC, India & S.E. Asia for Malabar Gold & Diamonds.
How can Malabar Gold & Diamond create a fresh & distinct story to launch their fast-growing lifestyle jewellery category globally?
Light jewellery is a crowded category, and creating a space for new entrants requires a very differentiated holistic strategy. We started our rigour by analyzing all major global brands in the light jewellery category to benchmark the visual language. We crafted a differentiated and unique visual language for Zoul that stood out in the sea of sameness. We then took the visual strategy to still photography, model shooting and product photography to create a distinct and alluring visual world.
Once the foundation was set, we took this to the website, social media, and product launches to create our white space in the light jewellery category.