New branding reflecting the jeweller's rich legacy as well as its
refreshing customer experience
MONTREAL, Aug. 15, 2013 /CNW Telbec/ - Maison Birks, the leading
Canadian jeweller founded in Montreal in 1879, is proud to unveil its
new corporate identity which is supported by the launch of a new
advertising campaign. The new branding and advertising offensive
clearly express the refreshing and modern experience offered by the
jeweller to its customers while remaining faithful to the brand's rich
legacy, as it enters its 135th year of existence.
In collaboration with Sid Lee, which assisted the Company with the
strategic development of its new identity, Maison Birks proposes a
modified logo but will retain its emblematic blue box, which has
brought joy to its customers for over a century. The launch coincides
today with the opening of Maison Birks' first mono-brand store, located
in the Mapleview shopping centre in Burlington, Ontario.
"Birks has been a household name in Montreal and in the rest of Canada
for nearly 135 years, and it remains the reference in terms of quality
and prestige for consumers and connoisseurs across the country. While
attesting to our rich history, the new corporate identity rejuvenates
Maison Birks' brand proposition, and allows Canadians to discover
Maison Birks in all its purity. This is a historic moment for our
company," declared Jean-Christophe Bédos, President and CEO of Birks &
Starting today and during the fall of 2013, several visual branding
elements will be implemented with a view to providing the store network
with a breath of fresh air and modernity. These changes are already
visible at the two new Birks mono-brand boutiques that are opening: the
first in the Mapleview shopping centre in Burlington, Ontario, today,
and the second in the Square of Quartier DIX30 in Montreal, Quebec,
In addition to the guiding principles of its brand identity, Maison
Birks has revisited its vision and mission. Supported by Montreal's Sid
Lee agency, the leading jeweller has transformed its logo which now
includes a diamond shape referencing the Company's expertise in
diamonds and the year the Company was founded, 1879. The jeweller's new
name, "La Maison Birks", takes a place of pride, evoking the Company's
rich legacy on the eve of its 135th anniversary. At the heart of the new visual platform is the
kaleidoscope, a playful window into the different elements that are
part of the Birks brand DNA.
Sid Lee also accompanied Maison Birks in the conception of its new
mono-brand stores, where only Birks jewellery is available. The
jeweller has 16 new prestige collections, including its bridal
collections, made of Canadian diamonds. The new store proposes a
welcoming environment where the clients can admire closely Birks'
jewellery creations, in a refreshing, modern and inspiring decor.
"We have had the chance to revisit an iconic brand in synergy with its
ultimate application: the store. This allowed us to imagine an original
presence for the brand, completely integrated in its physical
environment," said Hélène Godin, Executive Creative Vice President, at
Sid Lee Montreal.
At the same time, the Company is launching a brand new advertising
campaign highlighting its Canadian heritage while capitalising on its
prestigious image. Maison Birks is conveying its values to a
multi-generational clientele, which includes Generation Y, a segment of
the utmost importance to the jeweller. Developed by Sid Lee but
implemented by Montreal-based agency Tuxedo, the new advertising
campaign features the kaleidoscope concept, Maison Birks' new signature
theme. The campaign will be rolled out over the next few weeks in a
number of different media.
About Maison Birks
Birks & Mayors is a leading retailer and owner of 54 prestige jewellery
stores in Canada and the United States. The company runs 31 Birks
stores located in most of Canada's major urban areas, 20 Mayors stores
in Florida and Georgia, two Brinkhaus stores in Calgary and Vancouver,
and one Rolex store in Orlando. Founded in 1879, Maison Birks has, over
the years, become Canada's number one retailer, designer and
manufacturer of high-end jewellery, watches, sterling and silver plated
silverware as well as gifts. For more information, visit www.maisonbirks.com.
Image with caption: "Maison Birks unveils its new branding and visual platform - including a brand new logo -- while opening its new mono-brand store in Mapleview Mall. (CNW Group/BIRKS & MAYORS INC.)". Image available at: http://photos.newswire.ca/images/download/20130815_C6134_PHOTO_EN_29873.jpg
Image with caption: "Maison Birks unveils its new branding and visual platform - including a brand new logo -- while opening its new mono-brand store in Mapleview Mall. (CNW Group/BIRKS & MAYORS INC.)". Image available at: http://photos.newswire.ca/images/download/20130815_C6134_PHOTO_EN_29871.jpg
SOURCE: BIRKS & MAYORS INC.
For further information:
Marketing and Communications Director
Birks & Mayors Inc.
Cohn & Wolfe