Officina Bernardi, an Italian family owned and operated jewelry brand, is known for its micro-faceting and precise manufacturing process. The word “officina” means workshop in Italian, and that workmanship shows in the brand’s product. With such a refined product, the challenge existed inside the brand’s vague and undefined narrative. As Officina Bernardi desired to introduce the digital e-commerce platform in order to reach a broader customer base within the US market, YummyColours took on the task of refining the brand to match its product in order to drive traffic to the website.
To modernize the jewelry brand into digital-first, YummyColours used insightful research of audience positioning combined with competitor analysis to understand Officina Bernardi’s customer motivation. This information highlighted their main target audience to be women aged 40-60, and with this data, YummyColours was able to establish an informed and aligned brand narrative under the tagline “Bend the Limits of Brilliance.” This new brand narrative then helped saturate a digital media strategy that further targeted new audience demographics like men and older age groups. And the following two phases of editorial direction and social media approach were then informed by the updated elegant messaging.
Once YummyColours established the brand strategy, direction for editorial, and approach to social media, YC took on an editorial campaign, complete with both stills and video. The new art direction successfully redefined the brand’s approach to what it means to be a modern Italian, elegant, architectural, and full of light. With these sophisticated assets adhering to the new approach, Officina Bernardi successfully controlled their narrative throughout the brand’s expansion.
Photographer: Wai Lin Tse
Stylist: Gaia Fraschini
Hair: Daniela Magginetti
Make Up: Giulia Cigarini
Production: Squalo Produzioni