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Jewel Logo redesign and POS
Design, visual identity
Illustrator, Photoshop, InDesign
The Jewel Rod family is a staple brand within Shimano Australia’s main rod range, maintaining consistently high sales over many years. The range covers a broad array of styles, and it’s unique chamelion-like, metallic purple and green finish, ensure the rods stand out.
It was decided that the series would benefit from a refreshing new look. During my initial research I discovered that, in Japan the ‘Jewel Beetle’ has been a prized ornament since ancient times, it also startlingly shared the same metallic colours as our rod. It was therefore considered that maintaining the colour palette would work in our favour. I also strongly felt the design required something of Japanese origin, hence the use of Kanji calligraphy, symbolising ‘Jewel’ used in the background of the logo. During this time I also managed to re-design a collection of swingtags for many of the mainline rod range. As part of the overall marketing strategy, an area for QR codes was also required on all new design work, these codes allowed customers to view new Youtube videos and other Rod specific media online.