Fine jewellers Boodles undergoes rebrand

Consultancy Construct has designed a new brand identity for jewellers Boodles.

Boodles is a bespoke and fine diamond jewellers founded in 1798, originally as Boodle and Dunthorne.

The consultancy has aimed to draw inspiration from the brand’s “heritage” in designing the new identity, such as a “refined English font” and “unusual treatment of the double O’s”, while making the design more contemporary.

The design sees a new logotype “inspired by classical fonts”, according to Construct, with “1798” added underneath the logo to reinforce the brand’s history.

A “B” hallmark has also been created in order to create branding suitable for “even the smallest items of jewellery”, Construct says, and give the brand consistency across all touch points.

“The fine jewellery category has really changed,” says Georgia Fendley, founder and executive creative director at Construct. “It used to be mainly men buying very expensive pieces of jewellery for women, but now it’s about women choosing and paying for things themselves, and wearing things in a more relaxed way.”

She adds: “We wanted the brand to reflect this cultural shift, be more appealing to real women and more appropriate to contemporary tastes but at same time reveal the heritage the brand has.”

The new design is launching with Boodles’ latest advertising campaign, and then will be rolled out to print and digital communications and store windows over the next 12 months.