- Client
- Aster
- Sector
- B2C · Jewellery
- Year
- 2024
- Services
- Rebrand · Paid social · E-commerce · PR
The brief
Aster has made fine jewellery for three generations and was selling almost entirely to the first two. We redrew the brand without losing the hand that made it.
The challenge
The craft was exceptional; the brand felt inherited rather than chosen. Younger buyers admired the pieces and bought elsewhere, online, from brands with a point of view.
Our approach
We kept the flower at the heart of Aster's mark and recast it in metal and light — a single sculptural icon that works on a ring box, a billboard and a phone.
- +87%Online revenue, year on year
- 2.4xAverage order value from campaign traffic
- 61%Of new customers aged under thirty-five
- 18Press features in the launch month
Keep what's true
Workshop visits and archive research separated the heritage worth protecting from the habits worth retiring.
Recut the identity
A new mark, palette and art direction system — precise, dark and quiet, so the pieces do the talking.
Launch where they look
A social-first reveal with stylists and editors put the new Aster in feeds and features before it reached the windows.
“My grandfather would recognise every piece, and my daughter finally wants to wear them. That was the whole brief.”
Elena MarchettiCreative Director, Aster