Janina's Original Logo

Fluid Audience has been privileged to work with Janina’s Jewellers in working through their re-branding and implementation. Janina’s Jewellers has been a fixture in Grande Prairie since 1986. Martin Weiss Design was tasked with the initial logo design many years ago and providence would have it that they would return to us, now as Fluid Audience to re-brand them for the future.

The process that we used in affirming the new Janina’s brand was extensive. The initial consultation and resulting interviews with the owners and staff not only gave us a solid picture of their past journey but established a friendship with them.

STEP ONE: Emotional Targeting – people are sure that they make decisions based on what they think (the right reason) but for the most part they make decisions based on what they feel (the real reason). To successfully hit that emotion is vital in the design elements of your brand.

We established a basic premise and general understanding that the items we purchase are based primarily on the way that we feel, especially when it comes to the luxury brands which Janina’s sells. Establishing the emotional target was a crucial first step.

Janina’s primarily works by providing the highest quality of genuine luxury jewellery brands for both men and women. The next step in the process was understanding the placement of the Janina’s brand in the vast spectrum of brands and consumers response to those brands.

We then establish the best grouping of descriptive words that would fit the brand message and signify the visual options of the brand and brand images.

STEP TWO: Psychographic Mapping – the process of asking who are the consumers and narrowing that down the primary target of the brand and it’s message, because it’s those customers who have to greatest felt need of the products they have to offer, will be the deepest satisfied and be the most likely to tell others of their satisfaction. Through a process of interviews and research we determine who this primary person is, where they would live and who they aspire to be and become and develop of persona for this individual, reducing it to the individual so that whatever advertising messages and images will be designed specifically to appeal to this individual and thus appeal to the entire target demographic.

STEP THREE: Visual Brand Stories – establishing the visual brand elements, visual options and primary means of communicating the brand message. For Janina’s this became “Authentic – Elegance” and would be the base from which we would begin to approach the design of their new logo.

STEP FOUR: Logo Development – the process of developing a logo is a significant step in the process of owning ones brand and is the primary tools by which one communicates that brand. Through this process of the branding we presented concepts along with nine10 design. We then worked with Janina’s in finalizing the design and began the process of integrating their new brand.

The concept of the three interlocking rings came out of one of the first meeting with Janina’s and the stories we heard of the start of their business in Grande Prairie after establishing a new life in Canada. Their first store began with just 3 bracelets. This icon would be the element that the staff and owners were the most excited about and has  significant personal meaning to the owners of Janina’s.

STEP FOUR: Living – we understand the importance of owning your brand and have been privileged to be part of the Janina’s family throughout the ongoing process of communicating their new brand to the community. Here are some of the projects we have work on with them.

Design: along with their business cards, flyers, ads, bus wraps and posters we worked with Janina’s on this monumental project of helping them celebrate their 25th anniversary with a full color 40page oversize magazine which features their brands, their story and stories of their clients.

Signs: we replaced their old signs with this halo-lit LED sign that give not only great exposure to their store-front, but matches their brand of ‘authentic elegance’ to every potential parton that passes by.