Strengthening the Amor brand

The jewelry brand Amor presents itself in a new way. Syndicate strengthens the brand with an emotional brand strategy and a young and self-confident appearance.

The Amor Group is one of the world’s most successful suppliers of genuine jewelry in the entry-level and mid-price segment. In addition to the core brand Amor, the company owns another own brand with NOELANI (fashion jewelry) and the three licensed brands: JOOP! (watches & jewelry), s.Oliver (jewelry) and Prinzessin Lillifee (watches & jewelry).

The starting point of our work was the formulation of a sustainable mission statement (Vision & Mission) for the Amor Group as a whole. From this, we were able to derive a portfolio strategy and identify the need for repositioning for the product brand of the same name. In order to meet the dynamics of change in the jewelry trade, a stronger profile for the brand and an overhaul of its image were deemed necessary anyway as a prerequisite for winning over new sales channels and online retailing.

An analysis carried out by us made clear the need for a reorientation; the brand is rather unknown and beyond a good price-performance ratio and the authenticity of the jewelry, hardly profiled. In joint workshops, we developed a sustainable brand strategy and positioning with the Amor team and derived the consequences for the brand architecture, the product range strategy and the appearance from this.

In line with the new strategy, we first sketched out alternative creative concepts, which we reviewed in focus groups with consumers at a very early stage, so that we had a valid jumping-off point for the subsequent design process.

The new design concept appeals to loyal customers and new target groups alike. The new brand story gives the jewelry a deeper and personal meaning and creates occasions for emotional messages. The brand design adds warmth and closeness to the brand and grants maximum stringency and flexibility along the entire customer journey. The brand strategy and the corporate design system are bindingly defined and described in a CD style guide.