Since 1850, ArtCarved bridal has been crafting beautiful wedding and engagement rings. Their rich history includes popularizing the dual ring ceremony in the 1940s as the only jewelry company allowed by Congress to continue using precious metals to produce wedding rings as wartime loomed. Despite their extensive heritage and high-quality jewelry, the ArtCarved name was not readily recognized by consumers. The brand felt outdated and didn’t resonate with the modern bride. ArtCarved needed a fresh, distinctive voice to better establish its presence within the branded bridal market and grow audience awareness.
Partnering once again with Frederick Goldman Inc., Studio C began the collaborative process with research and analysis of ArtCarved, their customers and the greater bridal market. Based on the findings, we focused the brand’s narrative on ArtCarved’s strength, their diverse product selection, and connected it to a couple’s one-of-a-kind love story. The core brand statement “Undeniably the One” speaks to the duality of finding the love of one’s life and the perfect engagement ring.
Along with the sweet, romantic written tone of voice, the brand visuals are delightful, youthful and optimistic. The color palette is fresh and bright. Playful script typography and loose, petal-inspired illustrative elements are used as soft visual accents. The campaign photography focuses on intimate, candid moments and incorporate the brand’s hues. The overall modern visual aesthetic celebrates the joy of newly committed love, resonates with young couples and elevates the ArtCarved brand perception.
There was a huge amount of enthusiasm around the relaunch of the ArtCarved brand. The team at Frederick Goldman Inc. was so pleased with the outcome, they chose to redesign all critical audience touchpoints with the new brand positioning. These efforts have yielded positive results, most notably increased engagement on social media where users are showing their love and devotion for ArtCarved.