ABOUT

GOALS
A family run business of several generations, Browns had yet to develop a recognisable brand, and this limited their growth potential. Their existing campaign look featured deep-etched jewellery on white, with a standard serifed typeface in light grey - safe, but far from eye-catching.

RESPONSE
Browns needed a visual approach that would reflect the brand’s personality, and its African heritage. Modern yet classical, it should showcase their diamond jewellery to best effect, while creating a sense of occasion and a feeling of luxury.

I chose a glossy chocolate brown environment for the purpose. Alluding to the mystery of the African continent, it is very recognisable, and provides a contrasting backdrop to perfectly showcase the diamonds for which Browns is famous. The honey coloured hand-written headlines add the personality and warmth one expects from a family-owned brand.

OUTCOME
The campaign targeting inbound tourists via prime placements in South Africa’s National Carrier’s in-flight magazine, as well as other premium publications, saw Browns establish the brand recognition needed to expand from 3 stores to 17 stores across Gauteng, South Africa.