CLIENT
VENTI is an independent retail brand in China and part of CHJ Jewelry, with over 300 stores in China.
Venti asked Orange Branding to review the brand and recommend a new positioning and suggest the new identity for the retail format.
CLIENT
SERVICES
Branding
Design
Innovation
Marketing
CHALLENGE
Through the years, the brand had been worked on by various teams and marketing companies.
At the moment of the project there were various communication styles, retail formats and a board level question whether the brand was talking to the right consumers as the jewelry market in China evolved fast since the establishment of the Venti Brand.
SOLUTIONS
Based on field work, consumer research, market research, internal workshops, and assessing the jewellery market in and outside China.
Orange Branding proposed two possible directions:
Venti as a affordable luxury mono brands
Venti as the first multi brand jewellery retail format with its own private label lines.
The board chose the later, and the journey to define the big idea and visual identity started.
“We redefined the Venti brand into the first premium Multi Brand Jewellery retail format”
RESULT
Together with the VENTI and CHJ Retail team we transformed the dark and dusty image into a fresh, relevant new brand concept with a matching retail format to house the new brands we together selected in buying trips to leading jewelry exhibitions and designer shops.
DELIVERABLES
Orange Branding was responsible for:
Brand research
Brand Strategy
Brand Positioning
Innovation Roadmap for the Multi-brand
Identity Design
VIS and CIS Guide
Packaging System Design
Retail Format and fixture Design
Retail Detailing
Communication Design
Product Range Planning
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