Blue Marlin has changed the name of Hi Ho Silver to Hiho and redesigned the branding used on the jewellery chain’s range of bags.
The possibility of redesigning jewellery boxes is being reviewed for launch in 2009.
A Blue Marlin spokeswoman told Packaging News the new identity was a “witty, playful take on the products that are sold at Hiho”, for example, the image of a silver fish necklace on a dinner plate.
The design agency was given the brief to review the positioning and name of the brand in light of the retailer’s expansion into gifting and homewares.
“We needed them to create an identity and look and feel for the brand that reflects the new positioning ‘English, Eclectic, Eccentric’,” said the spokeswoman.
The new branding will be rolled out across all 14 stores over the next few months.
Blue Marlin is a brand design consultancy with offices across the UK, USA, Australia and the Far East.
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