Overall

The Danish-born, Global living jewelry brand, X Jewellery, faced a total relaunch to transition from being linked to its mother brand, Trollbeads, to a stand-alone digital conversation brand. They lacked sell-through, clear product concept and visibility in the target group: the strong-willed, focused young professional women across the globe.

Overall assignment

Relaunch X Jewellery globally with a new name, new brand positioning and creative direction and concept incl. social and digital strategy. Create relaunch strategy that would ensure visibility, relevance, and engagement in the target group.

Insights

The belief was that to stand out in the sea of brands; you need to have a clear message, a clear identity, and the right people talking about you. The desired target group doesn’t look for inspiration in their local jewelry store. They go online, follow blogs and look to peers for recommendations and stamp of approvals. So to appear in the target group’s inspiration feed, you go where the bloggers find inspiration – the influencers.

Solution

A new name – from X by Trollbeads to X Jewellery along with a new logo. A new brand positioning, focusing on inspiring women to make their mark, to follow their passion. “Effortless, Accessible, Aspirational – with a purpose.”
A passion point analysis and definition, focusing on fashion and design, instead of jewellery, to solidify a position as a fashion brand.
Making the relaunch influencer-driven – selecting leading female entrepreneurs with an existing follower base in target markets as campaign models, brand ambassadors and creative allows for acceptance in the core. Ensuring that you engaged in relations with selected bloggers to create relevance and visibility amongst fashion followers and mass market.