The new strategy involves incorporating the word “Australia” into the company logo, which serves as a way to promote the fact that the Adelaide-based supplier’s products are manufactured locally.
Peter W Beck marketing manager Laura Sawade confirmed that the new logo would be used in trade and consumer marketing materials and that the “small but significant addition” would reinforce the business’ commitment to offering Australian-made products.
Sawade added that while this aspect had been addressed in past communication strategies, the message would be enhanced with the new logo.
“Now consumers will know – without the retailer having to explain on our behalf – that we are an Australian manufacturer, and this is a value-add for them.
“Both the retailer and the consumer will see this logo and variations of it in communications specific to them. It has already made its way onto our Facebook page and we are releasing a new brochure to consumers this month that will also include the new logo.”
In addition, Sawade said the change would fare well for the supplier’s expansion into international markets.
“We have exhibited at a couple of Hong Kong trade fairs to dip our toe in the water in overseas markets. What we have found is that retailers all over the world are very impressed at our quality coming out of Australia.
“We felt it was important for our overseas markets that we emphasise this fact and make it clear that our wedding rings are being made in Australia.”
Peter W Beck was founded by Peter Beck in 1976. It specialises in wedding ring manufacturing and precious metal services and currently has stockists in Australia, New Zealand, Philippines, Sweden, Cook Islands, Fiji and Norfolk Island.
New-look logos
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