CLIENT:
HUTCH'S
JEWELRY
Services:
LOGO + ICON
reBRand Identity
Agency: Qonkur Media
YEAR: 2023
My Role: Art Director; Graphic Designer
Collaborators:
Nick Grandelius - Account Manager
Logan Katz - Photographer
Rahme Rayshouny - Videographer
Software Used: Illustrator
Photoshop
Indesign
Hutch's Jewelry is a generational family business that has been serving the heart of Metro Detroit in Michigan for over 30 years.
______________________________________
Hutch’s Jewelry has long been a pillar of the city and community within Detroit. They are culturally one of the most important jewelers in the city. They offer the highest quality jewelry and craft unique designs in-house that cannot be found anywhere else. When they approached me, they were seeking to revamp to their logo, as well as to create a cohesive brand identity that reflected their status and importance.
They were on the verge of a collaboration with the Detroit Pistons to become the official jeweler and wanted to put their best foot forward. Their target audience consists of upper middle class people, ranging in age from 20-40, living in an urban environment or with an urban influence. They have many ties to music/sports industries so their clientele includes many rappers and athletes. In revamping their logo, they requested a design that related heavily back to their original, yet more modernized. The result needed to be similar enough that current clients wouldn’t tell the difference as well as convey all the luxuries they had to offer.
Icon Grid
The final logo was very important to get correct, as the legacy logo represents the defining qualities of the brand. It was an iconic logo in the Detroit Jewelry scene and recognized across the city. The goal here was not to reinvent the wheel, but rather modify it to a modern time. Gridding out the logo icon was an important step in this process, as it made sure all was functional and of equal/consistent weight.
Finalized Logos
Colors
Color is a fundamental way of expressing any brand identity. In this case, the goal is that a strategic use of these colors will strengthen the brand’s image and solidify the perception of the brand. Based of the color and reflections of diamonds, the colors chosen represent Hutch’s love for jewelry and commitment to Detroit.
Brand Mockups
In-store Videography (For Website)
313 Chain Giveaway (pistons Collab)
Shown below is concept work for the 313 Chain Giveaway. In collaboration with the Detroit Pistons, Hutch’s Jewelry presented the ‘Swag Cam’ showing off the jewelry of fans at Pistons home games. In addition to that, they decided to give away a custom $25,000 313 Chain to one lucky fan for their celebration of 313 Day.
