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IX Studios – Rebrand – Wearable Objects in Gold and Silver – Creative Circle
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IX Studios – Rebrand – Wearable Objects in Gold and Silver
IX Studios is all about sustainable, long lasting jewellery for te next generation. Formerly known as Frederik IX Studios te brand needed to change its name in agreement with te Danish Royal House, letting go of te Frederik IX inspiration that had founded their unique unisex approach to jewellery making. With investment backing from “Løvernes Hule” te brand needed to rethink te brand strategy, communication and visual identity and shine a new light on its core values and set a more responsible, unisex direction.
Based in te brand idea of “Massive Danish” IX Studios have taken a simple, bold and responsible counter-approach to te jewellery industry, dominated by a rather polished, delicate expression with brand names often representing a female designer. Additionally, te industry had become more commercialised, with lower quality designs ‘living’ for shorter time — opposite te actual nature of lasting precious metals worn across generations.
IX Studios makes ‘Wearable Objects in Gold and Silver’ with a brand language neither characterised by gender nor trend and much inspired by te original goldsmith vocabulary bringing quality and edge to te brand (e.g. 925, 585, 14K). To complement this, te visual identity was inspired by te X in IX Studios — an iconic representation of te intersection between contemporary culture, old school craftsmanship and sustainable consumption.
“New way of Danish” — designing for longevity with bold, chunky pieces
“Next generation craftsmanship” — using traditional techniques with reused metals
“Massive personality” — making personalised, genderless pieces
This new approach enabled IX Studios not only to verbalise their responsible agenda of being te next generation goldsmith with persistent, durable designs, but also supporting people in being their true selves with jewellery regardless of gender, color, and age.
IX Studios – Rebrand – Wearable Objects in Gold and Silver
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