Sampson Tyrrell aids Bulgari jeweller with image change

International jeweller Bulgari is to launch a revamped identity within the next six weeks with design by Sampson Tyrrell.

The London group was appointed to review Bulgari’s identity following a seven-way paid pitch, believed to include Pentagram and Wolff Olins.

The jeweller, billed as the third largest fine jeweller in the world after Cartier and Tiffany, is looking at all aspects of its image, including interiors for its 44 outlets.

The revamp is to be subtle so that “hopefully, the public won’t be able to pinpoint the exact changes,” says Anne McCrossan, Sampson Tyrrell’s account director on the project.

“It’s not a radical change because there’s so much equity in the existing identity. But the logotype will be more contemporary and more aggressive,” she adds.

Implementation “will be monitored very carefully”, says McCrossan, with a gradual roll-out planned.