Rebranding an established identity presents its own special challenges - new clients must be wooed without alienating loyalty cultivated over generations, and Krishna Jewellers and Pearls (KJ&P) presented us with just such an opportunity. It was time to update their well-known traditional image for a new era, where tastes had changed but values had stood firm.

Guided by veterans of KJ&P's journey, team Ellkram designed a strategy that embraced the vision and values of the proprietors, endowing it with a more contemporary idiom. It spoke to a modern generation of prospective buyers about the values cherished by their forbears that made the company what it is.

New typefaces, new photographic styles, a breezy new tone for the ad copy, a whole new monogram even, were all aimed at a new generation. And the loyalists loved it too. The knowledge and experience, the dedication to quality, the strict business principles, the devotion to Lord Krishna, all shone forth, and a new brand was born.

We also handle KP&J's mainline communications, digital marketing and visual merchandising requirements, as well as those of their subsidiaries, Krishna Pearls, and Krishna Silver.