FOURSEVEN designs, manufactures and markets, online as well as offline, Indian inspired handcrafted and contemporary jewellery/accessories made from high-quality materials at affordable prices. Each piece is hand-crafted in sterling silver, 14K or 18K gold with superior quality and follows International standards.
The jewellery/accessories market globally is saturated with similarity; in brand look and feel, style and form. In a market therefore with so many players, FOURSEVEN needed to be different with its positioning and brand promise.
I-AM was tasked to breathe new life to the FOURSEVEN brand, create a brand that resonates with the consumer and builds brand advocacy. I-AM carried out extensive audits in the global retail jewellery/accessories market and mapped the consumer attitude and buying behaviour in the jewellery/accessories market, their preferences, triggers & barriers of shopping online and offline along with consumer’s thoughts on the brand FOURSEVEN.
The brand FOURSEVEN now revolves around the principles of being Inclusive; True/Natural; Individualistic; and Expressive. It is the only brand that allows you to express your individuality with a range of hand-crafted jewellery.
The FOURSEVEN identity and visual language comprises Facets of Moods that express beauty of different personalities and moods, in a contemporary and geometric style. This therefore adds a connection between the emotional aspect of the brand and it’s physical product offering. The FOURSEVEN identity combines the 4 & 7 into a mark which has a soft elegance and inspires feeling of freedom. The colours used are coral, navy blue and warm gray, a refreshing, bold and gender-neutral palette.