Australian jewellery brand Michael Hill is set to launch a new brand identity on April 15 this year, including a new logo design and a revised national flagship store.
Announced today, the brand has uploaded a video previewing elements of its new brand refresh and what is rumoured to be its first-ever brand ambassador.
Michael Hill’s brand refresh is nearly two years in the making.
“As a global brand that offers modern, contemporary fine jewellery, our repositioning marks a new era for the Michael Hill brand, part of our long-term business strategy,” Michael Hill CEO Daniel Bracken said.
“It not only exudes the reimagined vision for the brand, but it allows us to continue telling our heritage story in a new, exciting way.”
Michael Hill’s store Chadstone, Melbourne will be transformed into a new global flagship retail space, incorporating all aspects of the new brand proposition, including its first high jewellery offering, a revised in-store experience and semi-private selling spaces.
The new branding will be gradually rolled out across stores in Michael Hill’s operational markets including Australia, New Zealand and Canada over the next few years.
A new brand mark has also been revealed, combining the ‘M’ and ‘H’ into a window form, recognising the window displays that brand co-founder Lady Christine Hill designed in Michael Hill’s formative years.
“We’re excited to reveal our new brand positioning, it’s been a couple of years in the making,” Michael Hill CMO Jo Feeney said.
“It’s been a process of fine-tuning to ensure our new brand journey perfectly encapsulates everything Sir Michael and Lady Christine Hill have built while allowing Michael Hill to be progressive and modern.
“Through our rebrand, we want to alter perceptions of what people think the Michael Hill brand portrays and create an aspirational shift in the market.”
Michael Hill partnered with creative agency CHEP and conducted extensive market research both internally with stakeholders and externally with customers to shape the brand refresh direction.
The jeweller was born in 1979 when it opened its first store in the town of Whangarei, about 160km north of Auckland, New Zealand. Today, the business operates over 270 stores across Australia, New Zealand and Canada.