Eighty years of legacy, made to feel current.
Client
Tholasi Jewels
The Challenge
Tholasi has made jewellery since 1944 craftsmanship is not the issue. The brand was, though. Its mark mirrored peacocks set in a diamond arried real heritage but had grown too ornate for modern eyes. Tholasi risked reading as a relic rather than a name that still mattered. The task: feel current without throwing away eight decades of trust.
Industry
Fine jewellery
Role
Rebranding
Brand strategy
Identity refresh
Packaging
Store graphics
Guidelines
The Solution
We simplified rather than replaced. The two mirrored peacocks stayed they are Tholasi but cleaner, calmer, easier to recognise at a glance. Regal magenta and deep purple gave the brand warmth and presence, and a serif-led type system kept it elegant. From there the new identity ran everywhere: packaging, store graphics, communications, and the storefront itself.
The result is a jeweller that finally looks its worth heritage you can feel, in a brand that reads modern.
