Royal Asscher, founded in 1854 is a passionate, family-run jewellers business of six generations. The business is all about sharing and creating their timeless love of diamonds and the stories that come with them. They came to us for help in revitalising the brand with a new operating system, new strategy, and visual language, all to celebrate their 165th Anniversary. We needed to reinvigorate the magic that made them so iconic in the first place.
Bringing heritage to life
After marketplace research, including developing in-home ethnographies, we identified customer profiles and built a new brand strategy to drive the company’s growth. We focused on distilling a clear spirit of heritage and crafting new moving assets to position them for the future. Creating an online universe that immersed the customer in the Royal Asscher world, each page with a unique experience. The new website showcases them as a 360 brand at every touchpoint from digital to shop floor.
The result is an online world that gives the Royal Asscher brand a whole new life, layering in the passion of the Asscher family for the work they do. The design is representative of the brand values; intimate and familial, luxurious, human, creative, experimental. It’s a space where visitors can interact, read, watch, play, and smile for many years to come.