Fabergé: Codes of luxury

Positioning a luxury brand for the future


The Fabergé name is embedded in the public imagination through its history with the Romanov royal family of pre-revolutionary Russia. However, shifting ownership and expansion into cosmetics resulted in dilution and a loss of prestige for this illustrious brand. With sights set on global expansion, Fabergé engaged us to build the stature of the brand and to guide critical and commercial success.  


We concluded that, to breathe new life into the heritage brand, we needed to craft a new visual identity that reflected Fabergé’s cherished history, while also positioning it in order to secure the brand’s footing in the future. The new Fabergé identity needed to inform the concept for flagship boutiques and concessions, enhancing engagement across all brand-led experiences.


We built the refreshed identity, defined in “Codes of Luxury,” across every touchpoint of the customer journey—from physical stores and displays, to bespoke product-box and packaging design, and digital assets. A new hallmark—inspired by the Cyrillic ‘f’ and inception date—is also now being used as an authenticity device across the product range. Recognizing that striking color is an integral part of Fabergé’s story, we developed an energetic illustration style that visually brings to life the brand’s artistic diversity, vibrancy and playfulness. We took Fabergé from a campaign-led brand to a brand-led business, managing the tension between an audience interested in opulence on the one hand but discerning in innovative design on the other. We realized Fabergé’s desire to be seen as the luxury house that doesn’t just dare to be different, but actually is. 



Positioning a luxury brand for the future

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Siegel + Gale

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