EFFY is a renowned North American jewelry brand with Mediterranean origins, founded in 1979 by Effy Hematian. Hematian fused the rigor of an engineer, the romance of a designer, and the boldness of an entrepreneur, and incorporated the visual elements of a Jaguar into his jewelry designs.
With consumers demanding more and more from their brand experience, Effy needed a packaging solution that fully embodied the brand’s identity to stand out in the competitive jewelry market.
In order to create a visual system that is consistent with the brand’s tone, EFFY wanted to design a packaging look and experience that would appeal to its target consumer groups, including white-collar workers in countries such as the United States and Canada.
It also created a stronger and more elegant brand tone, giving the jewelry a more confident and stylish aura.
Richpack used the Brand Identity Prism model to develop the EFFY packaging solution. When designing the jewelry box for EFFY, Richpack broke the conventional box style by incorporating a chic design into the box while maintaining the durability and shockproof effect of the package, attracting consumers who pursue individuality through fashionable and avant-garde jewelry box design.
Richpack implements EFFY’s core values to create a jewelry box that is crafted with superb craftsmanship, high quality and luxury, and environmentally friendly and recyclable materials.
In line with EFFY’s brand visual image, Richpack used black, white and grey, with metallic tones, creating a high-class and luxurious visual effect. And incorporating EFFY’s iconic Jaguar elements into the texture of the jewelry packaging, highlights EFFY’s innovative spirit and wild aesthetic.
Richpack's packaging helped EFFY to stand out in the market. The chic design combined with the Jaguar theme reinforces the brand's unique identity. It also brightened the diamonds inside, enhancing their appeal and perceived value, resulting in a 33.5% increase in new customer acquisition.
The elegance of the packaging and attention to detail reflected the quality of the jewelry itself. This not only attracts new customers, but also fosters EFFY loyalty among existing customers, increasing repurchase rates.
By using jewelry packaging made from Richpack's selection of environmentally friendly materials, EFFY's packaging carbon footprint and carbon emissions are significantly reduced, contributing to a positive corporate image and in line with consumer preferences for sustainable luxury goods.
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