• Branding
  • Strategy

Starting position

Traditional Swiss firm Gübelin has a history dating back over 150 years and is a flagship company specialising in jewellery and gemmology. The firm operates several branches in prime locations in Switzerland and abroad. As part of an international realignment, the company's management tasked us with the strategic and formal make-over of the Gübelin umbrella brand.

The solution

In close dialogue with the Gübelin family and the board of directors, we developed a long-term strategy and concept for the umbrella brand. Using a targeted approach, we wanted to develop the Gübelin brand with respect for its traditional values, allowing it to evolve into an international luxury brand at all touch points. "Gem Passion" expresses the company's passion for precious stones and their eternal beauty. The claim is forward-looking, authentic and inspired.



The benefit

The new luxury brand, Gübelin, today stands for a forward-looking company with an established family tradition. The brand fulfils the high expectations of a sophisticated target group and characterises the jeweller's art in the long term, from the gemmological definition of precious stones to raw materials, the design language and the quality of service provision and finishing.



The strategy

After a comprehensive analysis of the Gübelin Group's business portfolio, target groups and positioning, we gradually adapted the company and brand architecture. The new brand personality reflects a deep-rooted self-image, which we have transferred to both internal and external communications.

The branding

Our brand experts have united the visual and verbal constants of the internal and external communications media into a single, consistent corporate identity. The Gübelin brand's new image symbolises the convincing identity of a company with a strong character that sets emotions in completed forms with first-class gemstones.