Jewellery brand Michael Hill today revealed a brand refresh via CHEP Network.
Michael Hill’s Australian store in Chadstone will be transformed into a global flagship retail space, incorporating all aspects of the new brand proposition, including its first high jewellery offering, elevated in-store experience and semi-private selling spaces.
The new branding, to be launched April 15, will be gradually rolled out across stores in Michael Hill’s operational markets including Australia, New Zealand and Canada over the next few years.
A new brandmark has also been revealed that is grounded in Michael Hill’s origin story. The brandmark’s “M” and “H” were combined to create a window form, paying homage to the iconic window displays that Lady Christine designed in Michael Hill’s formative years.
“We’re excited to reveal our new brand positioning, it’s been a couple of years in the making," said Michael Hill CMO Jo Feeney.
“It’s been a process of fine-tuning to ensure our new brand journey perfectly encapsulates everything Sir Michael and Lady Christine Hill have built while allowing Michael Hill to be progressive and modern.
“Through our rebrand, we want to alter perceptions of what people think the Michael Hill brand portrays and create an aspirational shift in the market.”
Partnering with award-winning creative brand agency CHEP, extensive market research both internally with stakeholders and externally with customers, helped shape Michael Hill’s brand refresh direction.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.