H. JOHNSON & SONS

Fine family jewellers since 1897

BACKGROUND

Founded by Harold Johnson in 1897 with humble beginnings, Johnsons Jewellers celebrated their 120th anniversary in 2017. Located in Nuneaton, four generations of the family have worked tirelessly to showcase some of the most beautiful jewellery pieces and high quality watches that the jewellery industry has to offer.

In 1999 Johnsons’ extended the store by purchasing the premises next door, this gave the opportunity to expand and to open a separate business called Tikk. The stylish shop sold gadgets, silver jewellery and fashion watches at a lower price point to the high end pieces sold in the main shop. In 2010 the shops merged to give an even larger shop floor space and allow them to offer a diverse product offering under one brand name.

Sitting in a strong and accessible location between large affluent cities and smaller towns Johnsons’ are able to reach a discerning customer base which expect excellent service, knowledge and a high quality product. Johnsons’ also supply a number of large organisations in the area with corporate gifts and services.

BRIEF

Johnsons Jewellers’ brand appearance had become inconsistent in application over recent years as the business became more active in its marketing and has also further expanded onto digital platforms. The original logo which is engraved onto the slate façade of the store wasn’t flexible for modern media channels and no longer portrayed the personality or offering of the jeweller. The brand also lacked heavily in key assets required to compete on a multi-channel nature now demanded by consumers.

“As part of our 120th Anniversary celebrations, we were able to make exciting changes. The first being our new logo, designed by Facets Creative. It was received really well by all of our customers and the special edition Christmas Journal was a big success for us. At the same time we were also able to launch a new website and marketing collateral.”

Libby Johnson
Director – Johnsons Jewellers

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SOLUTION

When visiting the Johnsons’ store for the first time it became immediately apparent that the cool and hard exterior of the building with the chiselled grey slate and clean lines had a dominating and prestigious prominence on the high street. As soon as you have entered through the secure guarded doors, you are greeted by a much warmer, welcoming and intimate environment reflecting that this is an independent family run business.

As official stockists of Rolex, Omega, Tag Heuer, Breitling and Longines, discerning customers attracted to these high-end brands expect a level of style and quality which the new Johnsons’ identity would need to be aligned with whilst retaining the original typeface. The excellent service levels and knowledgeable, family, warm nature would be communicated with contrasting palettes to reflect the physical store. Refined and stylish on the outside, helpful, familiar and caring on the inside.

A complete rebrand across all platforms was implemented, including, corporate stationary, social media, online and instore. Developing a new transactional website with extensive static content on the additional services available, along with a Christmas catalogue/journal and additional after sale collateral to help the new generation take the business to a new level and connect with an evolving customer base.