Michael Hill Jeweller creates contemporary fine jewellery to mark

life’s most meaningful moments. But after decades of discounting, the brand had lost it’s romance. Seen as downmarket and outdated, the brand was fatigued, overly masculine and mass. Michael Hill’s ambition was to break out from discount retailing to become a premium jewellery brand, in doing so increasing their market share and finding new growth in higher-value customer segments. To do this they needed a complete brand transformation. We were tasked to create a whole new identity. One that would move them into a more aspirational, premium space.

Michael and Christine Hill are the original independent jewellers. To create a new identity we drew inspiration from their history. The new brandmark is deeply grounded in their origin story. A ‘M’ and ‘H’ combined creates a window form, paying homage to the iconic window displays that Christine designed in the brand’s formative years. It elegantly reflects their heritage and passion for craft and creativity. The new colour palette references the lush green landscapes of their birthplace, Whangārei New Zealand. The new typographic palette reflects the craft and precision of jewellery making, creating a sense of contemporary elegance.