The London studio Bright Green has created a new brand identity for Spicer Warin, a British jewelry retailer specializing in fine jewelry, diamonds, precious stones and pearls from the eighteenth century to the present day.
The founder and director of Spicer Warin, Rickard Spicer, has decades of experience and global connections in his field. He has gained a reputation for his “restless determination to acquire jewelry and stones of exclusively the highest quality and origin,” according to Deborah Green, founder of Studio Bright Green.
The problem was that if Spicer Warin had a loyal customer base, its ambition to expand its activities into new territories and appeal to a younger generation meant that its brand image had to be rethought a little. “The new Designs have been designed to build a stronger and more contemporary identity, with an emphasis on finding a balance between timeless and modern, a brand where the large and diverse historical collection is still as relevant today as it was when it was first conceived,” says Green.
The identity should “capture the spirit in which the pieces were designed – more than just decorative jewels, each piece is conceived as an eclectic work of art,” she continues.
The brand’s new logo and typeface use Quadraat, a high-contrast serif font designed by Fred Smeijers that combines Renaissance elegance with contemporary ideas in terms of shape and construction.
It was chosen as the font of the Spicer Warin brand because of its classic and delicate feel. and is associated with the geometric sans-serif parent of UK Foundry Colophon.
The identity focuses heavily on a series of “ethereal” images that “enhance the beauty” of Spicer Warin’s jewelry and “take us from everyday life to a place of secret, contemplation and even enchantment,” according to Green.
The independent and multidisciplinary design studio Studio Bright Green has more than 20 years of experience in the fields of brand identity, digital experiences, packaging, printing and visual communication. Clients include Innocent, Endemol, Tesco and the Non-profit Organisation the Good Company People.