A Chinese jewellery brand blossoms anew – in stores, branding and communication.

KEER Jewellery

Beijing / 2015

A Chinese jewellery brand blossoms anew – in stores, branding and communication.

KEER Jewellery

Beijing / 2015

KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.

The positioning and brand story of Keer has been deeply rooted in the branding and communication to create a consistent and recognisable image in interplay with the space. A stylised petal serves as a new trademark, and is further developed in the narrative through different spatial and communicative associations. An elaborate photo shooting provided material for packaging, marketing and product presentation. Thus a unified, high-level brand image also encompasses the photographic genre.

In-depth brand analysis and repositioning preceded the implementation of this branding and communication strategy. All relevant content was clearly defined and long-term marketing strategies developed in close cooperation with our client in Beijing.

Keer is a Chinese jewellery brand. Against the backdrop of a competitive home market and the entry of well-known western jewellery brands into the Chinese market, our brief was to effect a comprehensive brand relaunch. We developed an optimum interplay of redesigned stores, Corporate Design and communication to unfurl the potential of the brand and clearly position Keer in the market.
To counteract the effects of a hectic and demanding lifestyle, Keer has created an emotional and perfectly zoned place of beauty. The central theme ‘blooming emotions’ envisages a poetic, springtime world, which is expressed in the store design and communication. The whole brand world of Keer creates a differentiating world, which invites you to relax on a journey of the heart and soul. On an international level.

KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.

The central theme ‘Blooming emotions’ envisages a poetic, springtime world, which is expressed in the store design and communication.

KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.

The positioning and brand story of Keer has been deeply rooted in the branding and communication to create a consistent and recognisable image in interplay with the space.

KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
KEER Jewellery, Beijing. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
Client
  • Beijing Keerworld Jewelry Co., Ltd
Location
  • Beijing
Status
  • Completed (2015)
Categories
Photography
  • Shuhe Architectual Photography
Team
  • Kim Angenendt
  • Gunter Fleitz
  • Tilla Goldberg
  • Florian Holzer
  • Peter Ippolito
  • Axel Knapp
  • Andrea Koppenborg
  • Hélène Lahache
  • Eva Lichner
  • Senhui Qiu
  • Kirsten Wagenbrenner-Ziegler
Partner
  • Skalecki Marketing & Kommunikation (Concept & Copywriting)
Copyright
  • Ippolito Fleitz Group