The new branding was a project two years in the making, focusing on balancing an ‘aspirational’ position in the market with heritage, the company said in a statement.
Michael Hill’s location in Chadstone will be refurbished into a flagship store, incorporating all aspects of the new branding and a new in-store experience, including semi-private selling spaces.
CEO Daniel Bracken said the new branding will be gradually rolled out across stores in Australia, New Zealand and Canada over the coming years.
“As a global brand that offers modern, contemporary fine jewellery our repositioning marks a new era for the Michael Hill brand, part of our long-term business strategy,” he said.
“It not only exudes the reimagined vision for the brand, but it allows us to continue telling our heritage story in a new, exciting way. We can't wait to relaunch and showcase our fine jewellery that focuses on quality, craftsmanship, and responsibility.”
As part of the branding ‘refresh’, the ‘M’ and ‘H’ on the logo have been combined to create a window as an homage to the company’s founders.
Chief marketing officer Jo Feeney said: “We’re excited to reveal our new brand positioning; it’s been a couple of years in the making.”
“It’s been a process of fine-tuning to ensure our new brand journey perfectly encapsulates everything Sir Michael and Lady Christine Hill have built while allowing Michael Hill to be progressive and modern.”
“Through our rebrand, we want to alter perceptions of what people think the Michael Hill brand portrays and create an aspirational shift in the market.”
Michael Hill partnered with marketing agency CHEP to complete this project. Jeweller's 2024 State of the Industry Report found that MHI had 141 stores in Australia.
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