This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Maison Birks Unveils Its New Corporate Identity And Opens Its First Mono-brand Store

New branding reflecting the jeweller's rich legacy as well as its refreshing customer experience

MONTREAL, Aug. 15, 2013 /CNW Telbec/ - Maison Birks, the leading Canadian jeweller founded in Montreal in 1879, is proud to unveil its new corporate identity which is supported by the launch of a new advertising campaign. The new branding and advertising offensive clearly express the refreshing and modern experience offered by the jeweller to its customers while remaining faithful to the brand's rich legacy, as it enters its 135th year of existence.

In collaboration with Sid Lee, which assisted the Company with the strategic development of its new identity, Maison Birks proposes a modified logo but will retain its emblematic blue box, which has brought joy to its customers for over a century. The launch coincides today with the opening of Maison Birks' first mono-brand store, located in the Mapleview shopping centre in Burlington, Ontario.

"Birks has been a household name in Montreal and in the rest of Canada for nearly 135 years, and it remains the reference in terms of quality and prestige for consumers and connoisseurs across the country. While attesting to our rich history, the new corporate identity rejuvenates Maison Birks' brand proposition, and allows Canadians to discover Maison Birks in all its purity. This is a historic moment for our company," declared Jean-Christophe Bédos, President and CEO of Birks & Mayors Inc.

Starting today and during the fall of 2013, several visual branding elements will be implemented with a view to providing the store network with a breath of fresh air and modernity. These changes are already visible at the two new Birks mono-brand boutiques that are opening: the first in the Mapleview shopping centre in Burlington, Ontario, today, and the second in the Square of Quartier DIX30 in Montreal, Quebec, next week.

In addition to the guiding principles of its brand identity, Maison Birks has revisited its vision and mission. Supported by Montreal's Sid Lee agency, the leading jeweller has transformed its logo which now includes a diamond shape referencing the Company's expertise in diamonds and the year the Company was founded, 1879. The jeweller's new name, "La Maison Birks", takes a place of pride, evoking the Company's rich legacy on the eve of its 135 th anniversary. At the heart of the new visual platform is the kaleidoscope, a playful window into the different elements that are part of the Birks brand DNA.

Sid Lee also accompanied Maison Birks in the conception of its new mono-brand stores, where only Birks jewellery is available. The jeweller has 16 new prestige collections, including its bridal collections, made of Canadian diamonds. The new store proposes a welcoming environment where the clients can admire closely Birks' jewellery creations, in a refreshing, modern and inspiring decor.

"We have had the chance to revisit an iconic brand in synergy with its ultimate application: the store. This allowed us to imagine an original presence for the brand, completely integrated in its physical environment," said Hélène Godin, Executive Creative Vice President, at Sid Lee Montreal.

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free


Chart of I:DJI
DOW 16,790.19 +13.76 0.08%
S&P 500 1,979.92 -7.13 -0.36%
NASDAQ 4,748.3610 -32.9030 -0.69%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs