A positioning that lets the pearl lead
A buyer knows what a good pearl is. The end consumer needs a reason to care. The new positioning we created for Hodel offers them one: pearls created and shaped by nature, and it was chosen and crafted with Hodel's expertise. It runs through the website, the imagery, and other touchpoints.
A refreshed identity and brand architecture
The wordmark was set in capitals, with “Switzerland” and the founding year beneath it, signalling Swiss origin, precision and workmanship. The deep brown and bronze palette recalled the natural origins of the pearl and gave pale pearls a warm background to show up against.
Hodel’s range runs from classic pearl rings to one-of-a-kind pieces such as the flamingo, parrot and snail. The brand architecture organised the range into three collections, Signature, Classic and One-of-a-Kind, so customers could tell them apart at a glance.
Key Visuals
We created a set of key visuals for social media, the website, and other consumer channels. The theme follows the positioning, with each piece shown on its own in a natural setting, to remind consumers where the pearls come from. Against these soft, organic backgrounds, the fine metalwork and the lustre of the pearls show up clearly, bringing the craft of each piece into focus. Portraits showed how the jewellery looks when worn.
Display built around the pieces
The store display carried the new identity into the space where customers meet the jewellery. Soft, rounded forms and a quiet brown palette kept the setting calm, with nothing competing with the jewellery for attention.
Packaging that feels like a gift
The excitement of a purchase carried through to the moment of unboxing. The design was kept simple, using the same palette and a gold foil wordmark, so quality came across in the material and finish. The gift box, pouch and bag were designed as one set, so the experience stayed consistent from the counter to the gift.
Website development
The e-commerce website was designed to show how Hodel’s jewellery comes to life, from pearl to finished piece. The Pearl Portfolio educates consumers about the types of pearls, so they understand their choices before they buy.
Intuitive navigation and a streamlined interface guide customers from discovery to purchase, keeping each step clear. The site also offers appointments at a boutique or as a personalised virtual session, which turns online interest into in-person conversations so the sales team can follow up.
