Zarina Jewelry house MARKETING STRATEGY, REBRANDING AND COMMUNICATION 

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CHALLENGE

The owner of the leading Ukrainian Jewelry house had not been running the business for several years. 

As the result the brand became outdated and the company’s performance met a dramatic decline. 
A special challenge lied in a huge variety of SKUs and pricing.  
We went from business analysis to  marketing strategy then rebranding and ad campaigns. 

RESEARCH AND STRATEGY

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WHAT WE DID: 

● Prioritized and segmented portfolio based on its profitability. ● Developed marketing strategy. ● Developed brand philosophy. ● Created 5 sub-brands, guided by psychographic segmentation. ● The strategy also took into account the personalities of 4 women in the family, who drive the business.   ● Held rebranding. ● For each sub-brand, we developed its visual identification, communication rules, pricing, product style, and in-store guidelines.


BRAND POSITIONING 

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ZARINA. YOU ARE THE VALUE 


The new slogan for Zarina answers the need of a person for feeling his/her unconditional value.
Zarina Star, based on the ancient slavic symbol, symbolizes the unity of values of different personalities.
The brand helps to discover and manifest your feeling of inner value.  


BRAND PHILOSOPHY 

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Poster for Employees ,that reflects the philosophy 

WE BELIEVE that any temper or taste is the value. And we create our Jewelry to give power and the ability to manifest the unique value of any personality.  
OUR MISSION is to reveal the value of every woman 
OUR VALUES: - we seek to accept the uniqueness of each personality- to open inner power of everyone - to support each person - to develop constantly 
Zarina. You are the value. 


LAUNCH CAMPAIGN

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LAUNCH VIDEO 

V.O: A GIRL: What’s my value?BALERINA: My value is in my stories YOUNG SINGER: My value is in my moodA TV STAR WHO BEAT CANCER: My value is love to myselfCONDUCTOR: Value? I am the valueZarina. You are the value