Meaghan Rose found her friends always borrowing pieces from her personal jewelry collection. Given her personal experience and background in retail strategy and consumer behavior, the Rocksbox founder and CEO realized there was a void in the market.
Rocksbox was founded with the intent of simplifying the jewelry shopping process and making it more fun. The company does the hard work of seeking out the best brands and up-and-coming designers, while their members reap the rewards of good taste.
For a flat monthly fee, subscription members receive a personalized selection of contemporary jewelry pieces in an ever-revolving box. She wears the jewelry for as long as she’d like and can purchase pieces she loves or return them all for a new set.
Character’s evolved the Rocksbox brand to more fully reflect its position as a high-touch styling service while maintaining its playful roots.
“Jewelry should work like fairy dust, a light sprinkling can lift your spirit. When evolving the Rocksbox brand, our goal was to provide a dynamic experience and create an anticipation of what is to come. We wanted the brand to be playful and communicate a delight in life’s simple pleasures.”
Tish Evangelista / Creative Director
Rocksbox exists to make women feel beautiful and inspired. The company’s personalized curation provides women with the best new trends and styles, emboldening them in their daily pursuits.
Strategically, Character’s goals were fourfold: (i) position Rocksbox as fresh, innovative, and inspired; (ii) express Rocksbox as an unapologetic and confident brand; (iii) communicate a sense of adventure and curiosity for new experiences; (iv) balance the brand’s playful nature with a sought-after sophistication.
“Changing our branding was a big decision for us. Looking back, I realized that as we have grown up as a company, our logo and brand identity have evolved with us. The updated brand reflects who and what we are: playful, adventurous and stylish.”
Meaghan Rose / Rocksbox Founder & CEO
The new Rocksbox logo builds on a custom, expressive letterform that simultaneously serves as a monogram. The mark is both bold and playful. The new mark was custom drawn, a representation of Rocksbox’s personalized service. The brand color palette is subtle, sophisticated, and neutral.
Photography plays a large role in Rocksbox’s new visual language. Character developed the photography art direction and guidelines based on four goals: (i) to celebrate the transformative nature of jewelry; (ii) to capture an optimistic point of view; (iii) to create a world of vivid color; (iv) to reflect the modern, stylish, quirky and youthful energy innate to the Rocksbox brand.
Brand patterns were created to reflect the joy, expression, and optimism experienced with each new Rocksbox delivery. Character’s intent was to capture the comfort of seeing something familiar together with the delight of receiving something unexpected, much like the philosophy behind the brand itself.
In addition to the brand patterns, Persona Patterns were created to articulate the distinctly different personalities of Rocksbox’s clientele. Unique unto themselves, these patterns speak to individual transformation, but also share a common, cohesive thread that speaks to the brand’s expressive and positive outlook.