The brief was to update Starr’s out-dated identity to bring it more in line with their high-end contemporary products.
The identity is inspired by diamonds, which lend themselves to being very precise and well balanced. Taking the star and kite facet cuts of a diamond to create a beautifully weighted form. Extensive exploration was done to find a serif typeface which reflected the intricacies of diamonds.
Once approved, the identity was applied to the fascia, retail bag and other applications, reinforcing the strong brand identity throughout the store.
An elegant, refined brand identity that feels as opulent and indulgent as the store and its products.