New branding
reflecting the jeweller's rich legacy as well as its refreshing customer
experience
Montreal
(Canada), Maison Birks, the leading Canadian jeweller
founded in Montreal in 1879, is proud to unveil its new corporate identity
which is supported by the launch of a new advertising campaign. The new
branding and advertising offensive clearly express the refreshing and modern
experience offered by the jeweller to its customers while remaining faithful to
the brand's rich legacy, as it enters its 135th year of existence.
In
collaboration with Sid Lee, which assisted the Company with the strategic
development of its new identity, Maison Birks proposes a modified logo but will
retain its emblematic blue box, which has brought joy to its customers for over
a century. The launch coincides today with the opening of Maison Birks first mono-brand store, located in
the Mapleview shopping centre in Burlington, Ontario.
"Birks has
been a household name in Montreal and in the rest of Canada for nearly 135
years, and it remains the reference in terms of quality and prestige for
consumers and connoisseurs across the country. While attesting to our rich
history, the new corporate identity rejuvenates Maison Birks' brand
proposition, and allows Canadians to discover Maison Birks in all its purity.
This is a historic moment for our company," declared Jean-Christophe
Bédos, President and CEO of Birks & Mayors Inc.
Jean-Christophe Bédos, President and CEO of Birks & Mayors Inc.
Starting today
and during the fall of 2013, several visual branding elements will be
implemented with a view to providing the store network with a breath of fresh
air and modernity. These changes are already visible at the two new Birks
mono-brand boutiques that are opening: the first in the Mapleview shopping
centre in Burlington, Ontario, today, and the second in the Square of Quartier
DIX30 in Montreal, Quebec, next week.In addition to the guiding principles of
its brand identity, Maison Birks has revisited its vision and mission.
Supported by Montreal's Sid Lee agency, the leading jeweller has transformed
its logo which now includes a diamond shape referencing the Company's expertise
in diamonds and the year the Company was founded, 1879. The jeweller's new name,
"La Maison Birks", takes a place of pride, evoking the Company's rich
legacy on the eve of its 135th anniversary. At the heart of the new visual platform is the
kaleidoscope, a playful window into the different elements that are part of the
Birks brand DNA.
Sid Lee also
accompanied Maison Birks in the conception of its new mono-brand stores, where
only Birks jewellery is available. The jeweller has 16 new prestige
collections, including its bridal collections, made of Canadian diamonds. The
new store proposes a welcoming environment where the clients can admire closely
Birks jewellery creations, in a refreshing, modern and inspiring decor.
We have had the
chance to revisit an iconic brand in synergy with its ultimate application: the
store. This allowed us to imagine an original presence for the brand,
completely integrated in its physical environment," said Hélène Godin, Executive
Creative Vice President, at Sid Lee Montreal.
At the same
time, the Company is launching a brand new advertising campaign highlighting
its Canadian heritage while capitalising on its prestigious image. Maison Birks
is conveying its values to a multi-generational clientele, which includes
Generation Y, a segment of the utmost importance to the jeweller. Developed by
Sid Lee but implemented by Montreal-based agency Tuxedo, the new advertising
campaign features the kaleidoscope concept, Maison Birks' new signature theme.
The campaign will be rolled out over the next few weeks in a number of
different media.
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