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Ex Aurum is an established diamond and jewellery retailer based in Montreal. In developing an online presence Justine Quintal, the Marketing Director, wanted to stay true to their original brand values of elegance, simplicity and timelessness whilst attracting a new, younger audience.
Ex Aurum
BRAND NARRATIVE
Timeless quality runs through the visual identity of Ex Aurum enabling every touchpoint of the consumer experience - website, content creation, photography and visual identity - to appeal to the old and the new.
VISUAL IDENTITY
We repurposed the original serif fonts by redefining the logo and creating customised lettering - something they have incorporated in their jewellery designs throughout their 30-year history, to maintain a link to the past whilst giving it an edge in today’s market. Deep blues and rich hues with a gold foil created a tranquil luxury touchpoint feel across the entire digital experience and print collateral.
Ex Aurum's branding is about understated elegance. In today’s ever-saturated jewellery market, this progressive visual identity connects old, new and future customers.
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OUTCOME
Ex Aurum has been transformed into a clean and luxurious digital brand in keeping with their founding values. They received visual assets - updated typography, colour systems, variety of logos - to be used across digital and print touch-points and their jewellery packaging.
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