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.
Iconic elements are implemented throughout the store to embody the key theme of blossoming. The ceiling offers a focal point with its dense, three-dimensional cloud of hundreds of petals. A warm light filters through the petal canopy, so it appears magically illuminated. Rays project out from this petal cloud, creating a strong visual pull and giving the ceiling an additional dynamic.
Three-dimensionality also characterises the walls. Wall panels are superimposed in multiple layers and blossom tendrils grow across them in relief. Motifs from the advertising campaign are displayed at intervals in back-lit smart frames.
Circles with petal mosaics are carved in the dark wood parquet floor and serve to zone the space.
The rear walls of display cases are also decorated with petal reliefs, with petal-shaped presentation elements in the foreground that let Keer products take centre stage. A table group with exotic plants breathes life into the room.
Plans
