OSCAR STONE
THE ASK:
Oscar Stone is a luxury streetwear jewelry brand with a young clientel. Established in the 80’s, they were overdue for a rebrand. With plans to open a new showroom in the Bronx they needed all the assets that would support elevating their brand and neighborhood without alienating their devoted clients. They were looking to leverage their entire product from their digital & social presence to their real, in-store product.
THE PROCESS:
The Oscar Stone company is owned by a father and son team. The new logo would have to represent that bond and the idea of family and legacy. The idea of a link was strong as well as the initials ‘O’ and ‘S’ as a grounding factor.
The idea of a gem in the center of the logo was important, it served as a bridge to their former logo. But instead of the typical 5 point diamond as a gem symbol the emerald was used. It had the advantage of originality, a more future forward rectangular shape, and was a nod to what Oscar Stone was famous for which was busting down cuban chains and jewelry pieces with rectangular pave diamonds.
The cuban chain, a mainstay in highend street jewelry was also an inspiration. Mirroring the shape of a cuban link was achieved by focussing on the ‘S’ shaped area of the cuban chain where the links meet and that became the main concept as it brought everything together, the “S” and “O”, the emerald rectangular shape, the idea of linking, and the famous cuban chain.
THE OUTCOME:
The rebrand would need to reach out to more luxury clients as the brand was moving in the direction of high priced pieces and more notable clients. The building of their new showroom in the Bronx and their desire to bring luxury and a higher class experience to the neighborhood was important. Taglines like “The Jewelry District of the Bronx”, “Carats on the Concourse”, “Diamonds Are FOR EVERYONE” are still in development and are attempting to upgrade the feel and experience of the Bronx area.
The new half-cuban-link logo symbol, the adhearance to black, white, gold and burgundy, and the shape of a faceted rectangle as the abstracted brand shape were coined as the brand signatures. With those elements everything from printed tags, to business cards, to store front signs, to total interior design, tiles, jewelry pieces, and a new website which included 360 degree social media and marketing assets placements were and are still being produced; with much more yet to come on the horizon.
