Architecture and Visual Identity



The luxury market was evolving, threatening to leave Birks in the shadows. We revamped the brand and retail environment to create an experience that would speak to the next generation of luxury consumers: millenials.


For decades, Birks had relied on its Canadian heritage and existing clients to deliver success. But its future was in the hands of a growing market of millenials, whose attitudes and behaviours were re-defining the luxury experience.


Create an experience that would amplify the relationship between the brand and nature so that every interaction the consumer has with Birks is intense to the point of being transformative - an alchemic connection between the consumer and the brand where one and other are charged with life.


The Birks’ store entrance echoes the modern logo re-design and the brand’s new visual identity, successfully stopping curious millennials in their tracks. The efforts received international recognition from The Wall Street Journal, The Globe and Mail, and more.