Temple St Clair
Tiffany & Co.
NextBigThing created a sub-brand for Tiffany & Co. to position them in the precious jewellery market in the US. Inspired by Renaissance paintings and romantic literature, the Temple St. Clair brand had a deliberate European flavour and flowed through a full range of packaging and advertising as well as five flagship US stores.
Tiffany & Co. wanted to create a new brand to target the market for precious stones and high end cocktail jewellery. They teamed up with an established US East Coast designer, Temple St. Clair, and needed to create a new identity that elevated her status beyond that of a one off designer. The brand needed to create the look and feel of an established brand across packaging, in-store, and online media in a consistent manner.
The challenge was to create a new identity that elevated Temple St Clair status beyond that of a one-off designer. The brand needed to create the look and feel of an established brand across packaging, in-store, and online media in a consistent manner.
The designer was heavily influenced by Renaissance art and literature, and taking cues from this we created a distinctive logotype using her initials to echo the marques of established design houses.
The use of the distinctive Indian Pink signature colour on the packaging gave the brand a contemporary twist, and the use of inspirational words from the designer on ribbons and wraps ensured the brand still had the personal handwriting of the designer herself visible to consumers.
Since the repositioning and rebranding of the Temple St Clair brand it has grown year on year to become a $10 million a year business in the US with plans to expand into Europe, Asia and the Middle East. The recent launch of the Temple St Clair online retail offer is set to push these figures even further, and with additional bricks and mortar flagship stores also in the pipeline the brand continues to expand.