Dalziel and Pow aims to polish up jeweller

The 300-strong H Samuel chain of jewellery shops is undergoing a complete design revamp by London’s Dalziel and Pow.

Signet, H Samuel’s parent company, appointed the consultancy in April after a seven-way paid creative pitch. Prototype designs will be implemented in 12 to 15 stores at the end of July, and a national roll-out is expected.

The chain’s existing identity was created by the John Herbert Partnership two years ago. “It was visually successful, but Signet did not get the commercial results it hoped for,” says Dalziel and Pow creative director David Dalziel.

He describes the new look – which is being kept under wraps for now – as “quite radical for a jewellery store, which is a traditional and conservative area”.

The project is “the most technically demanding one this office has done in retail, there are literally thousands of items to place”, adds Dalziel.

The lozenge-shaped logo will enclose a brand new typeface, and the impact of the chain’s interiors will be maximised. “People tend to shop focusing on the window. We want to improve the in-store environment too,” says Dalziel.

H Samuel’s previous identity was designed by Fitch & Co in the early 1980s.