zales project book
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Zales Jewelersrebranding package
S. Dionne Brown1
ResearchResearch PaperSWOT Analysis 18Target Audience 20Brand Attributes 22
ProcessMood Boards 26Print Media 28Website 30Motion Graphics 32Logo Development 34
Style GuideFont Usage 39Color Palette 41
Logo Standards 42Logo Usage 44Website 46Packaging 50
Final DesignsPrint Ads 56
Table of Contents
INTRODUCTIONZales Jewelers, like many organizations has a visual personality that exemplifies
the its values and mission.
This visual guideline will assist
you in producing efficient
and effective communication
materials that is consistent throughout this brand.
These details will provide elements that should be used collectively, which should inspire you in developing our brand and establish useful
parameters without restricting
Shine Exclusively. Our purpose is to make ev-ery customer feel uniquely glamorous. Our qual-ity and well design jewelry at unbelievable prices
is now captured our visual branding.
Elegance. Glamour. Tradition. Shine. The core of what Zales is about, is represented in these four descriptions. We find it necessary for our cus-tomers to experience the richness of our brand
and the superb quality of our jewelry.
The essence of our identity has been enriched
and redefined in our rebravnding efforts. Here
the focus is on giving every customer the op-portunity to feel the spirit of love, spirit of shine,
and spirit of Zales. This defines brands morals
by promising consistency and credibility for all
our key customers and stakeholders and be-ing the foundation for all communication and
activities around the brand.
Research Paper ABSTRACTI love you, this short and simple phrase is currently important to the branding of Zales Jewelry.
Zales has been helping couples say I love you since 1924 with the vision to provide customers with quality jewelry at the lowest possible price (zalecorp.com). Although Zales Corp. is a major,
hard-hitting brand with a foundational history; many major players are also in the same industry.
Kay Jewelers, Jareds (The Galleria of Jewelry), Wal-Mart, and of course any towns local jewelry
store are in the same competitive market. Although, there are many competitors Zales has been able to stay afloat by cutting cost and appealing many high-end jewelry buyers. Jewelry is in high
demand for someone seeking to by an engagement ring for his or her significant other, a gift, or a
personal treasure for oneself. As this jewelry industry is crowded the project has developed a strategic plan to
make Zales Jewelry to standout amongst competitors.
What is going to make Zales pop or standout from everyone else with similar products, prices, target audi-ence, location and many other similarities? The design. The design and the presentation in which Zales is
presented to its target audience and consumers who plan on purchasing some type of jewelry is what it is
going to take for Zales to pop. This new design plan will include creating a tagline that will create a reaction
in consumers to compel them to purchase Zales. Revamping the black and white packing and make it unique.
Revitalizing the bland website, existing logo, print and commercial advertisements will all propel Zales to the
highest sales performance, increase its distribution, and expand its target audience.
IntroductionJewelry, a distinguishable fashion statement
to accent any attire, is used to glamorize
a personal image, a status symbol, or as
a representation of love and affection.
Zales is a well-known brand that provides diamonds, gold, rings, earrings and other
fine jewelry, to many consumers. With the
vision to provide customers with quality
merchandise at the lowest possible price, Zales has been able to maintain its position.
GoalAlthough, Zales has a solid foundation and history, and has remained strong
during company economic difficulties,
Zales needs to improve in many areas. The goal of this project is maintain company
strengths and strengthen its weaknesses by
expanding Zales target audience, evolving
the existing logo, creating a new tagline/campaign slogan, and by completing a
website reconstruction. While critiquing
weaknesses and threats, then by providing solid design, campaign, new product
solutions, and branding strategy, this Zales
project will capitalize on the opportunity
to make Zales the leading jewelry retailer.
The Foundation & StrengthsWhat makes a company like Zales survive and
thrive? Its foundation. Zales firm foundation
of strengths holds the company to valuable
standards; even in economic downturns this
company is able to survive and thrive in an
unstable economy. Zales keeps in mind the consumer market: what the customers needs
and wants are. While keeping in mind these needs and wants, one of the strengths can
be found in the vision. Zales is committed
to providing customers with quality
merchandise at the lowest possible price (Zales History: zalescorp.com). This vision is
translated into Zales other evident strengths
such as: financing/credit, quality jewelry,
and reasonable prices. Zales also prides itself on having a strong history in developing
various products and other brands. Consumers and competitors notice that Zales has a wide selection of merchandise. With an exclusive jewelry replacement
program, Zales is a strong competitor.
Weaknesses Some weakness could ruin a company, but
by examining these pitfalls, Zales can be propelled to the level were its dominating the
jewelry industry. One of the major weaknesses
Zales exhibits are its stale marketing and advertising concepts. Television watchers
are accustomed to watching commercials with the normal man and wife or fiancs;
advertising engagement rings or anniversary
gifts. While, magazine readers and web
surfers are hit with the usual black and white ad- but where is the finesse? The black, and
white cold color scheme is continued to the companys website. Although, black and
white is very attractive, many viewers want
to be attracted by other exiting elements.
There are little to no commercial
campaigns by Zales, although older Zales
television spots were popular; updated
commercials have been depleted. Currently, Zales is not able to compete
with other strong jewelry store campaigns.
Brand NeedsZales is in obvious need of creating innovative, exciting, and attention grabbing
commercials. Even though Zales is known worldwide and is a historic brand, there is a large gap in the Zales brand awareness. Do many people know that Zales offers
quality merchandise at the best possible
price (www.zalescorp.com)? Are ads showing
people all of the financial benefits that the
brand has to offer to purchase jewelry? The
answer to all of these questions is, no. The
lack of brand awareness is a major pitfall,
but as the issue is addressed, the new resolution could propel this company higher.
OpportunitiesThe windows of opportunity are open for
Zales. The jewelry industry is extremely
competitive and plays a major role in fashion
retailing. High-end jewelry is always wanted
for anniversarys, gifts, engagements, or
simply just because. But, what does Zales have
to offer? In this window of opportunity, Zales
has a large chance to take the consumers by storm by enlarging its target market
through creative, out-of-the box advertising.
When the company logo is revamped with a classic, yet fresh touch, Zales will gain a an even
larger retail audience. Zales usually stays safe with emotional campaigns, helping couples say I
love you. To compete with others Zales can offer
a more humorous and emotional advertising
campaigns. Next, in addition to other customer
loyalty programs that are revolving, Zales has
the opportunity to create a more progressive
customer program. This program has the
opportunity to gain and include first time Zales
shoppers to benefit from shopping Zales Jewelers.
Key ThreatsOne of the key threats has always been competition. But, particularly, there is the advancement of
competitive advertising such as Kay Jewelers and
Jared. Kay Jewelers has the recognizable catchphrase:
Every kiss begins with K. Jared- The Galleria of
Jewelry has that famous line in commercials: He
went to Jared (www.jared.com). By the use catchy
and memorable catchphrases, customers are more apt to think of these places whenever he or she needs to purchase jewelry. Other jewelry store
prices are also competitive, causing Zales sales to be threatened by these low pricing strategies.
The PurposeAny strong company has weaknesses and the point of
this project is to magnify those strengths, to decrease
and eliminate those weaknesses in order for Zales to expand into larger markets and increase sales.