New Global Luxury Brand and Experience for Australian Jewellery Icon

For 50 years, Musson has become synonymous with Australian luxury jewellery, and over time has become one of the most awarded and sought-after jewellers in the country.

Re (M&C Saatchi Group), has worked with the iconic Australian jewellery retailer to develop a global luxury experience for the cult favourite.

Re has brought the Musson’s famed focus on craft through to every aspect of the customer experience, setting up the retailer to continue its growth internationally throughout Asia, Europe and the Middle East.

In addition, the new online shopping experience enables global customers to enjoy a bespoke journey, from browsing through to intuitive purchasing, supported by Musson every step of the way. Re designed the end-to-end brand and customer experience including a contemporised re-envisioning of their heritage identity as well as their retail and digital experiences.

Founded on Sydney’s North Shore, Musson has been a collector’s item for over 50 years. As a new generation of the family steps-up, their vision is to bring the brand’s famed focus on quality to every aspect of the customer experience. It was time for Musson to move from local favourite to coveted Australian luxury brand. For Musson, craft is everything. Inspired by the detail and beauty of its jewellery, the new brand identity features a bold, rich pattern and confident, modern shapes derived from a new distinctive monogram. It builds on the brand’s heritage while bringing Musson into a contemporary world.

The art direction for the new brand and digital interface is intimate and nostalgic, capturing the beauty in everyday life. The digital experience uses photography designed to elevate simple moments into something precious.

While Musson has always prided itself on individual customer care and attention, a new set of experience principles were developed to ensure this focus remains true, no matter where customers engage with the brand.

Musson creative director, Olivar Musson said, “The new brand perfectly expresses the craftsmanship that’s always been at the core of who we are. It will enable us to deliver a truly Musson experience for every customer, no matter whether they’re stepping into our retail store, or browsing our latest collection online from anywhere across the globe. We are absolutely thrilled with our new brand and how it builds upon the extraordinary heritage built by our parents Robert and Kerry Musson over the last 50 years.”

Musson operations director, Catherine Musson added, “Working with Re, we delved deeply into our heritage to define our identity and unique proposition clearly. Re challenged our perceptions and pushed us forward to the brand we had been striving for. We are immensely proud of the work the Re team has achieved for Musson and are already seeing the return on our investment.”

Re Sydney ECD Andy Thomas, commented, “It's been a pleasure to partner with the Musson family on this project. We took a great deal of inspiration from the thoughtfulness and obsessive detail that goes into every piece of Musson jewellery.

We're delighted to help introduce this iconic Australian brand to the world, and a new generation of luxury consumers.”