Studio Band has long been recognized for its expertise in crafting compelling brand narratives and visual identities, particularly in the luxury and jewellery sectors. In 2022, the studio was engaged by Peter W Becks, a pillar of South Australia's business landscape and one of the country’s premier jewellery manufacturers. Established in 1976, Peter W Becks had built a legacy of excellence, becoming synonymous with high-quality craftsmanship and innovation. However, after decades of success, the company reached a pivotal moment in its evolution when the next generation of the Becks family assumed leadership, poised to redefine the future of the brand.

Studio Band was entrusted with the critical task of rebranding the company to reflect this significant transition. The objective was to honour the company’s storied past while signalling a bold new chapter, positioning Becks as a modern force in the jewellery industry. Central to this transformation was the introduction of a new name—'Becks'—which not only encapsulated the brand’s heritage but also symbolized the fresh vision of the next generation. The rebranding strategy aimed to establish a new benchmark for jewellery manufacturing in Australia, blending timeless elegance with forward-thinking design principles.

The Studio meticulously developed a branding system that was simple yet powerfully evocative. The new identity was designed to resonate emotionally, rooted in the brand’s newly adopted tagline, "Long Live Love." This tagline was more than a slogan—it became a philosophy that permeated every aspect of the brand's identity, from the design language to the customer experience. Studio Band’s goal was to instill a sense of desire and timelessness, crafting an aesthetic that was modern, yet deeply connected to the legacy of craftsmanship and romance that Becks embodies.

The visual identity created by Studio Band was bold, confident, and undeniably distinctive. A sophisticated, highly curated palette of colours and design elements was developed, balancing expressive flair with refined restraint. The typographic treatment was particularly striking, offering a modern sensibility while maintaining a connection to the brand’s traditional roots. The bold use of red became a defining feature of the new identity—vibrant, passionate, and unmistakably Becks. This colour choice was instrumental in creating a brand that commanded attention and evoked emotion.

In addition to the visual identity, Studio Band produced a series of meticulously art-directed campaigns. These campaigns featured almost abstract imagery, designed to elevate the luxury and allure of the jewellery itself. The focus was on enhancing the perception of Becks as not only a creator of beautiful products but as a brand that celebrates love, artistry, and craftsmanship. Each campaign piece was crafted to add layers of depth and sophistication to the Becks identity, reinforcing the brand’s status in a competitive luxury market.

Since the relaunch, Becks has continued to flourish, carving out a distinctive space for itself in the jewellery industry. Through innovation and a commitment to excellence, the brand has solidified its position as a leader in a competitive and ever-evolving landscape, staying true to its founding values while embracing the future.

StudioBand® is a renowned, multi-award-winning branding and design agency based in Adelaide, South Australia, recognized for its expertise across multiple disciplines.

At the heart of StudioBand’s approach is the belief in the transformative power of evidence-based design. By deeply understanding an organisation’s purpose, StudioBand crafts brands that are not only visually striking but deeply resonant, helping businesses stand out in their industries. Every detail is meticulously considered to drive distinctiveness and elevate the brand’s identity.

StudioBand’s mission goes beyond aesthetics—it is about forging meaningful connections between a brand’s purpose and its visual presence, creating brands with lasting impact that inspire loyalty, communicate authenticity, and foster growth. Through this synergy of purpose and design, StudioBand helps businesses not only succeed but lead with purpose.

Reimagining a Legacy: How Studio Band Helped Becks Redefine Luxury Jewellery for a New Generation

Studio Band has long been recognized for its expertise in crafting compelling brand narratives and visual identities, particularly in the luxury and jewellery sectors. In 2022, the studio was engaged by Peter W Becks, a pillar of South Australia's business landscape and one of the country’s premier jewellery manufacturers. Established in 1976, Peter W Becks had built a legacy of excellence, becoming synonymous with high-quality craftsmanship and innovation. However, after decades of success, the company reached a pivotal moment in its evolution when the next generation of the Becks family assumed leadership, poised to redefine the future of the brand.

Studio Band was entrusted with the critical task of rebranding the company to reflect this significant transition. The objective was to honour the company’s storied past while signalling a bold new chapter, positioning Becks as a modern force in the jewellery industry. Central to this transformation was the introduction of a new name—'Becks'—which not only encapsulated the brand’s heritage but also symbolized the fresh vision of the next generation. The rebranding strategy aimed to establish a new benchmark for jewellery manufacturing in Australia, blending timeless elegance with forward-thinking design principles.

The Studio meticulously developed a branding system that was simple yet powerfully evocative. The new identity was designed to resonate emotionally, rooted in the brand’s newly adopted tagline, "Long Live Love." This tagline was more than a slogan—it became a philosophy that permeated every aspect of the brand's identity, from the design language to the customer experience. Studio Band’s goal was to instill a sense of desire and timelessness, crafting an aesthetic that was modern, yet deeply connected to the legacy of craftsmanship and romance that Becks embodies.

The visual identity created by Studio Band was bold, confident, and undeniably distinctive. A sophisticated, highly curated palette of colours and design elements was developed, balancing expressive flair with refined restraint. The typographic treatment was particularly striking, offering a modern sensibility while maintaining a connection to the brand’s traditional roots. The bold use of red became a defining feature of the new identity—vibrant, passionate, and unmistakably Becks. This colour choice was instrumental in creating a brand that commanded attention and evoked emotion.

In addition to the visual identity, Studio Band produced a series of meticulously art-directed campaigns. These campaigns featured almost abstract imagery, designed to elevate the luxury and allure of the jewellery itself. The focus was on enhancing the perception of Becks as not only a creator of beautiful products but as a brand that celebrates love, artistry, and craftsmanship. Each campaign piece was crafted to add layers of depth and sophistication to the Becks identity, reinforcing the brand’s status in a competitive luxury market.

Since the relaunch, Becks has continued to flourish, carving out a distinctive space for itself in the jewellery industry. Through innovation and a commitment to excellence, the brand has solidified its position as a leader in a competitive and ever-evolving landscape, staying true to its founding values while embracing the future.

StudioBand® is a renowned, multi-award-winning branding and design agency based in Adelaide, South Australia, recognized for its expertise across multiple disciplines.

At the heart of StudioBand’s approach is the belief in the transformative power of evidence-based design. By deeply understanding an organisation’s purpose, StudioBand crafts brands that are not only visually striking but deeply resonant, helping businesses stand out in their industries. Every detail is meticulously considered to drive distinctiveness and elevate the brand’s identity.

StudioBand’s mission goes beyond aesthetics—it is about forging meaningful connections between a brand’s purpose and its visual presence, creating brands with lasting impact that inspire loyalty, communicate authenticity, and foster growth. Through this synergy of purpose and design, StudioBand helps businesses not only succeed but lead with purpose.