Based on a rigorous investigation - both internally and externally - the brand platform was then defined with the rationale being “We provide the brightness that enhances a common day, or the one that culminates a special one.” Likewise, the essence “We make you shine” was developed, which refers to the occasion of gifting its customers, or of customers gifting themselves.

A message matrix was developed for its different consumer segments highlighting the attributes that make the brand unique: service, quality, accessible luxury and experience.

In terms of visual identity, refinements were made to the current brand logo. Its legacy was respected, but its features were reinforced to make it much more readable and able to communicate its value proposition.