Saturday, 2 November 2013

News: Birks Rebrands with a New Name, Visual Identity, & Store Concept

Maison Birks has recently unveiled its new corporate identity and the first of its monobrand stores.
New Birks monobrand store at Mapleview
Founded in 1879 in Montreal as Henry Birks & Sons, Birks has grown to become Canada's premier jeweller. It's name change to Maison Birks is meant to refer to the company's rich legacy as it approaches its 135th anniversary. The diamond shaped logo is meant to reference the Canadian diamonds for which the company is known. The logo is at the heart of a new kaleidoscope pattern that is appearing in new advertising, in stores, and on the company's website.

New Birks name and logo
"Birks has been a household name in Montreal and in the rest of Canada for nearly 135 years, and it remains the reference in terms of quality and prestige for consumers and connoisseurs across the country. While attesting to our rich history, the new corporate identity rejuvenates Maison Birks' brand proposition, and allows Canadians to discover Maison Birks in all its purity. This is a historic moment for our company," declared Jean-Christophe B├ędos, President and CEO of Birks Group Inc.

Maison Birks corporate parent Birks & Mayors also underwent a name change and will now be known as Birks Group Inc. The company operates Maison Birks stores across Canada, Mayors jewellery stores in the United States, and Brinkhaus in Vancouver and Calgary.

Along with that new branding Maison Birks is introducing new monobrand stores (stores that only sell Birks branded jewellery), one of the first has recently opened at Mapleview Shopping Centre in Burlington.

Maison Birks also has announced that early in the new year it will be opening its first location in China. The store will be the jeweller's first outside of North American and will be situated in central Beijing. 

[Images via Maison Birks]