Our task was to evolve this relatively new jewellery brand from one which appealed mostly to the head—as a more affordable alternative to traditional brands such as Tiffany & Co—into one which also spoke to the heart. They are in the business of love, after all. Like many newcomer brands, Taylor & Hart’s previous branding had focussed on establishing the company’s credentials and professionalism but at the expense of driving desirability and emotional engagement.
We first created a new positioning and belief—Love Without Limits—that gave the brand a modern point of view on love and also acted as a mantra for their approach to customer service—‘if real love has no limits, then neither should we’. We then created a new visual and verbal brand identity that embodied this real and modern outlook on love, giving Taylor & Hart a distinctive and authentic presence in a category full of clichés.
Brand Identity
Brand Strategy
We created a new positioning and belief—Love Without Limits—that gave the brand a modern point of view on love and also acted as a North Star for their internal culture. The manifesto we wrote not only inspired the creative work that followed but also became a mantra for their approach to customer service—‘if real love has no limits, then neither should we’.
Love Without Limits
Real love has no limits, no clauses, no “ifs and buts”, no one-size-fits-all templates. When you experience real love, it sets you free. Free to be yourself. Free to feel truly at home. Free to get on with life, bolstered by the knowledge someone has your back. For richer, for poorer.
Limitless creativity
Hero Imagery—Product
Our lead product imagery is designed to hero Taylor & Hart’s limitless creative offering. It is bold, attitudinal and expressive.
Hero Imagery—People
In contrast to the category conventions, we want to celebrate ‘real love’, not the Hollywood version. Our art direction is inclusive of all kinds of love and captures candid, shared moments.
Our new brand is empowering, brave and has given us a strong unified sense of purpose.
Nikolay
Piriankov
CEO, Taylor&Hart