As a wholesale jewelry designer, retailers did not trust Jeff Cooper’s standing among jewelry designers because his branding was weak and his awareness among consumers was meek, giving the impression that his popularity among consumers was lower than his competitors. This challenger brand has a strong foundation with a superior quality product, but does not have the same marketing budget as industry leaders such as Tacori. Our challenge was to refresh the Jeff Cooper identity and deliver the brand to consumers through cost-effective, but impactful channels.
Our creative team developed a refreshed brand identity and complete creative brand experience that elevated the branding to focus on luxury, modern nature of the brand and the handcrafted product. Rather than focusing solely on the product itself, the brand architecture and standards call for a focus on the ring wearer and couples to communicate more than just the functional beauty of the rings themselves, but also the emotional power of engagements and weddings.
Following a full social media relaunch, Jeff Cooper Designs’ fanbase now extends close to 119,000 likes and his network continues to grow. As importantly, he is continually seeing up to 35% engagement from his fans on Facebook and continues to grow his presence in both online and brick-and-mortar retailers.