Israel’s largest retail chain of silver jewelry, Magnolia offers a wide range of unique jewelry at accessible prices, including numerous frequently updated collections. The rebranding was carried out following the chain’s acquisition by the Markstone Fund, and in light of the decision to expand the operations of the international brand into North America, Europe and Asia.
A light, trendy and intimate brand language was created under the tagline: Sparkle Up Your Day. The illustration of the magnolia and the handwritten logo design transmit an air of intimacy and accessibility, and are designed to emphasize the handcraftsmanship of the jewelry. This, combined with colorful ink blots, creates a sense of dynamism, variety, softness and femininity.
Since the branding process, the chain has opened additional stores, and now has more than 60 branches worldwide. The brand language created brand assets that have been implemented at various points of contact of the brand, from the stores, to the website to marketing material.