James Alfredson

Brand / Design / Digital

Located in the heart of Melbourne, just off Little Collins St, James Alfredson is a boutique jeweller specialising in fine antique and estate jewellery.

The brief

Lemonade were approached to develop a sophisticated brand that that could sit alongside other high end jewellers in the area. The brief was to develop a brand that sat apart from other antique jewellers, placing it in modern sophisticated fashion-oriented context.

The approach

Working with the team at James Alfredson, concepts were developed that worked in harmony with the fit out of the high end boutique being built. Taking reference from carpet samples, paint colours and interior details, the brand was developed

The result

The James Alfredson brand is a sophisticated, elegant and minimal expression of the product and service the business offers. A highly customised wordmark and hallmark were developed, alongside a visual language that references both the carpet in the boutique as well as the shape of a diamond.

The final brand has been applied to all aspects of the business. From External signage, to stationary, packaging and marketing collateral, the new sophisticated brand has modern sophisticated appeal with undertones of a business with heritage and age.

Online, the brand has been housed in a sleek intuitive website. Stepping into the Melbourne city store or visiting the shop on-line provides the customer with a seamless experience, by b allowing the online user to browse the collection available, view detailed images of pieces and make any enquiries possible.

The website also offers a subscriber sign-up and database and a news section providing the latest industry and James Alfredson information.


Expertise Used

  • Brand development
  • Corporate identity
  • Marketing collateral
  • Packaging
  • Digital brand strategy
  • Web design
  • Web development
  • Content Management System
  • SEO / Email marketing

“Efficient and timely performance with excellent communication and implementation all the way through. A great team effort that drew heavily on Lemonade's creative talents and attention to detail.”

Keith Alfredson Owner – James Alfredson

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