Charles Garnier is a jewellery house founded in 1901. Its creations are admired for their elegance and innovation. More than a century later, the brand continues its tradition with the same dedication to excellence and workmanship.
Following the company’s acquisition by US Group PAJ, we developed the brand’s product and pricing strategy, positioning, visual identity, packaging, and online presence.
We first conducted field research in the suburbs of Paris where the original manufacture is located. Studying the archives, we retraced the brand’s history from the flamboyant early 1900s to the funky 1970s.
We then launched deep market research to understand competitor price positioning, product architecture, and marketing strategy to help us define Charles Garnier’s own strategy.
We modernised the brand’s look and feel while respecting the founder’s vision.
We developed new approaches to the packaging design, innovating with a delicate yet colourful contrast, disrupting an otherwise traditional industry.
Together with the brand’s design team, we helped define product lines to match the new brand direction.
According to the new brand direction, we designed the brand’s Chinese website with an intuitive and simple user interface.
While modernising the brand, we respected the founder’s vision and brand heritage with detailed craftsmanship at every touch point, from product and packaging design to online platforms.