Launching with a cultural connection.
A rebranding launch that embraced cultural nuances to create a memorable campaign for an online jewelry brand, blending French elegance with Greek charm.
Year: 2019Client: La BijouagieIndustry: Fashion & LifestyleTHE ASK
The jewelry brand "La Bijouagie" underwent a rebrand to better reflect its unique personality and resonate with its audience. However, without a defined launch strategy, the challenge was to make the rebrand impactful and memorable, increasing brand awareness and engagement across physical and online stores.
THE ANSWER
In Greece, French isn’t just a language—it’s a code for elegance, sophistication, and style. By borrowing French words, Greeks embrace a slice of Parisian flair in their everyday lives.
THE APPROACH
Rather than treating the French roots of "La Bijouagie" as a distant influence, we brought them home. We tapped into the everyday Greek lexicon of colloquial French words—playful, familiar, and aspirational—to create a campaign that felt both effortlessly chic and intimately local.
The launch began with a short video featuring Greek words with French origins, such as "ασορτί" and "ντεκολτέ," interspersed with the brand name and closing with the phrase "le mot qui va devenir une habitude"—a subtle nod to making "La Bijouagie" an integral part of the audience's lives. This set the tone for the rebrand, establishing cultural relevance while introducing the brand’s sophisticated identity.
To maintain this sophistication across product visuals, we shifted to simple, stylish French phrases like "Très Chic" and "Oh La La"—phrases that are easy to understand for many Greeks and reinforce the brand’s aspirational, cosmopolitan image.
THE IMPACT
In an industry flooded with sameness, we took a bold creative leap, crafting a campaign that broke away from the monotony of traditional jewellery branding.
By combining a distinctive palette, bold typography, and culturally resonant storytelling, we positioned "La Bijouagie" as a true standout in its category.
Achieved a 75% increase in engagement rate across social media channels like Facebook and Instagram.
Expanded brand reach by 40%, with campaign visuals and video reaching over 150,000 unique users.
Drove a 50% increase in website visits compared to the previous month.
Boosted social media following by 30%, reflecting heightened interest and brand affinity.
Work completed as part of my role at Weeroot agency.