Earlier this year I helped to rebrand memorial jewellery brand Forever Together. Born out of a need to grow their business and stand out amongst up and coming competitors who were offering a similar service, but without the love or attention to detail.

Forever Together’s main problem was that although they had 13 years of equity in their brand, newbies to the ashes jewellery scene had new brand visuals, slicker ways of promoting themselves and a better start on creating credibility with those who had just lost a loved one. Essentially FT had to level up in order to get one up on their competition.

Their old brand was fine, but had somewhat of a dated look and feel to it. It didn’t really reflect the bespoke and quality nature that their products delivered and that was the main consideration when it came to rebranding.

They however, wanted to keep the brand colours (light blue and grey) as there was equity in these but everything else was up for grabs. They also had engaged with madebyshape to refresh their website so I knew the ladies had good taste in design. We just needed to deliver it to them.

Connecting more with their product

When it came to creating a new identity for Forever Together, I knew I wanted to produce a marque that felt more in line with a traditional jeweller. Adding a delicate thread from the f&t in the monogram and the f&o in the logotype also nods to those who want to stay connected with a loved one who will have passed on.

The light blue (although more refined) remained, coupled with a deeper premium dark blue elevated the brand with the quiet confidence it needed. Art direction was also a big pain point for the ladies at Forever Together, after presenting initial moodboards for a new photography style they also engaged with photographer Amy Fanning to bring these to life.

I’m proud of the work each member of the refresh team produced, each one of us understood the vision and brought it to life with quality, precission and craft, much like the jewellery Forever Together provide.