London consultancy Portland Design Associates is embarking on a branding initiative for Italian jewellery wholesaler Unoaerre.
In a bid to boost brand awareness and retail presence, both at home and in international markets, Unoaerre appointed the consultancy to design in-store environments at airports, plus global travel concessions in ferries and border shops.
The jewellery group is looking to increase its standalone retail network, which includes stores in New York and Tokyo. In Italy, a repositioning of the brand is already under way to improve the public perception of the Unoaerre marque.
For the new environments, the consultancy is increasing the use of visual displays and graphics.
“No one in jewellery retail is really making use of graphics,” says Portland designer Mark Wood, adding that a strong colour palette was chosen for the new Unoaerre merchandising. Portland has helped to guide the jeweller towards finding a “total look”.
By creating flexible merchandising formats for retailers, the aim is to give Unoaerre ownership of the surrounding retail space within the stores in which the brand is sold.