Australia’s leading hand-stamped jewellery brand Koolaman has unveiled its new brand strategy and design via Truly Deeply.
Koolaman founder and director Lisa O’Keefe, says that working with Truly Deeply has been an incredible journey.
Says O’Keefe: “They have not only created a beautiful brand that truly represents our unique jewellery but they have captured our spirit and crafted a powerful brand story that really resonates with our customers, inspires our team and provides direction for our business to grow.”
The Melbourne brand agency has completely transformed the brand with a new brand strategy, identity and look and feel that brings to life the new brand proposition of ‘celebration inspired style’.
Says Michael Hughes, strategy director and partner, Truly Deeply: “We were inspired by the brand’s loyal customers, founders and unique country spirit, to craft a rich brand proposition that expresses the art of celebrating and remembering life’s special moments.”
Raw beauty is at the core of the Koolaman brand. Each piece of jewellery is individually hand-stamped so irregularities are part of the charm. The new Koolaman brand identity is inspired by this artisan hand-made approach.
Says Tamarin Watson, senior designer, Truly Deeply: “The hand-rendered brandmark acts like a signature and reflects the humanness of the brand and the down-to-earth nature of its founders. Workshop imagery is also used as part of the visual language to depict the century’s old craftsmanship, which is at the heart of the brand.
“In contrast to the earthiness of the brand imagery, Koolaman campaign imagery is light and airy, expressing the celebratory aspect of marking life’s special moments with a timeless treasure.”
Truly Deeply worked with Koolaman to provide a whole new direction and image for the brand. This included a brand audit, market decode, brand strategy, brand identity, brand culturalisation and employee engagement, packaging, website, photography, stationery, applications, and print advertising.
Koolaman is family owned and operated bespoke jewellery retail business run by sisters Lisa O’Keefe and Stacey Clayton. Based in regional Australia, they employ local artisans and sell their range of personalised, stylish, hand-stamped jewellery online and through select craft markets.