A regeneration of a famous family brand

Thomas Jewellers is an iconic institution in the retail landscape, a family business that has survived and thrived for 125 years in Melbourne and regional Victoria and NSW. But to ensure that the business was set up for future success, change was needed.

Awareness of the brand in our regions is almost universal, but customer perception was that the brand and store were starting to feel a bit old fashioned, being a store that they had ‘grown up with’ over their lifetime. However, residual affection for the brand is incredibly high, so we needed to ensure that there was a connection to the trail-blazing past heritage of the business. Hence the decision to transition the brand identity to ‘THOMAS’.

We have been the architects for the design and creation of every touchpoint that the customer has with the THOMAS brand. From new logo & identity, through to revolutionary new store design and fit-out (in collaboration with the multi-award winning Greater Group), corporate materials, in-store POS, merchandise, uniforms, website, signage and more.

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