A new generation of luxuryJuwelier Vogl
Known far beyond Aschaffenburg, Juwelier Vogl has stood for watches and jewelry of the highest quality since 1923. A generational change in the company raised the question for us of how to lead such a tradition-rich and established company into the future from a brand perspective. How can Juwelier Vogl remain relevant, even set new trends, without breaking with almost 100 years of tradition?
Study
How is the luxury of tomorrow defined?
Oscar Wilde famously said he had the simplest tastes: only the best. In our case, it was not quite that simple. Looking at the luxury segment, it becomes clear that luxury is experienced in a much more differentiated way today than in the years of the economic miracle. The segment is now more diversified and spread across different target groups. From our perspective, it was therefore necessary to identify where Juwelier Vogl stands and in which direction the company wants to develop. To do this, we created a study using mood boards, buzzwords, colors, materials and selected examples of luxury products and interiors to define a direction: should the style be more minimalist, more glamorous, or more traditional?
Not only jewels, seen as timeless companions, but also high-quality furniture, design objects, cars and other everyday goods can be assigned to the luxury segment. These objects are subject to changing fashions, which makes them useful for illustrating the different expressions of luxury and for defining both the traditional positioning and the future of Juwelier Vogl in our study.
Transformation
Future and tradition in the 21st century
To carry Juwelier Vogl’s corporate design into the future, we decided to pick up the origins of the first logo and transfer them into the present. Combined with a timelessly modern typeface, clear and precise like a diamond cut, and with the determination to leave out unnecessary elements, the redesigned logo shines with new brilliance and confidence.
Case Hero
Jewels made of paper
Jewels, diamonds and jewelry are defined by the highest precision and craftsmanship. Only through perfection down to the smallest detail do cut stones become brilliant diamonds. We carried this perfection and passion through the entire brand. For print communication, we used papers and finishes of the highest standard. Paper selected with exacting quality requirements, refined with elaborate processes such as high embossing as blind embossing, debossing, the rarely used but very high-quality steel engraving process, and elegant hot foils creates a brand experience that is in no way inferior to the jeweler’s products and services.
