With an illustrious history but limited brand salience, Fabergé needed to find relevance in today’s luxury landscape. The goal was to move away from its collectable antique image without losing sight of the brand’s unique story and heritage. In addition to that it was essential to reassert Fabergé’s authenticity in the context of numerous online counterfeiters. We developed the ‘artist jeweller’ concept rooted in the ethos of Peter Carl Fabergé and expressed it through multiple touch-points ranging from flagship stores to digital experiences.
History has been kinder to Fabergé than it was to its patrons, the Russian imperial court. But this was not without damage. After decades of mismanagement the brand was consigned to the likes of 'Antiques Roadshow' and the auction house circuit. Our involvement started shortly after the brand was acquired by mining giant Gemfields as its go-to-market arm.
Leveraging historical visual properties and introducing a new hallmark to underpin the brand’s authenticity, the new identity mixes classic and contemporary to appeal to a new generation of ultra high net worth individuals.