Vashi is a challenger fine jewellery brand with stores in Piccadilly, multiple Selfridges sites, and growing rapidly throughout the UK. They are heralded as the Warby Parker of the industry; revolutionising the experience and allowing customers to design and make jewellery on site. The proposition being, ‘I made this for you’ always beats, ‘I bought this for you’.

The brand had developed a strategy, but not a way of communicating it with as much stand-out as the business model deserved. The brief required us to develop the Brand Identity and then bring it to life through redesigning their website. The aim was to communicate their unique and approachable experience, with the desirability of their product offering. A tricky balancing act.