Rebranding A Legacy: From Traditional To Contemporary!

Product: Keshavlal Dalpatbhai Zaveri & Co.,KDZ, a 100 year-old jewellery brand based in Mumbai, India

Brief: Brand Transformation. Having completed a century in the jewellery business, KDZ wanted to re-energize their brand and establish a connection with the new generation audience while keeping their legacy intact.


The Approach: The objective was to reconnect with the existing customers who have been loyalists over the years but with special emphasis on capturing the attention of the new generation of these families. With the advent of several fresh and peppy players in this zone, it was time to focus the spotlight on the younger generation of these families so as not to lose their market share to the new-gen designers.

The brand was given a new identity without ignoring the legacy factor and yet making it appealing to the current generation of consumers through a communication exercise. The old identity of Keshavlal Dalpthabhai Zaveri & Co had practical issues of a lengthy name designating the brand. Simple rationale and a lot of persuasion helped convince the Seniors who were resistant to change, to have the name cleverly converted into an acronym KDZ, thereby creating top-of-the-mind brand recall for the younger clientele.

This transformation necessitated an entire brand communication exercise covering identity extensions, brand campaigns, photography, exhibitions, digital asset creation and marketing.

Result: A successful transformation that will last for years to come.

Services rendered: Brand Strategy, Brand identity, Visual identity, Collaterals, Packaging, Brand Campaigns, Photography, Exhibition Design and Digital Marketing.
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