A new proposition and identity for Australian hand stamped jewellery brand

KOOL10622 EDM V2

A whole new direction and image Australia’s leading hand-stamped jewellery brand
Truly Deeply helped Koolman to stand out, take leadership position in hand-stamped jewellery and build a powerful connection with their audience.


Koolaman is family owned and operated bespoke jewellery retail business run by sisters Lisa O’Keefe and Stacey Clayton. Based in regional Australia they employ local artisans and sell their range of personalised, stylish, hand-stamped jewellery online and through select craft markets.

Lisa and Stacey already had a successful business, with a loyal following but they were struggling to take the brand to the next level. A leader in hand-stamped jewellery, Koolaman employs women across regional Australia and also boasts several celebrities as proud ambassadors of their jewellery.

Koolaman were starting to face increasing competition from more back yard operators who were providing cheaper and inferior product. The Koolaman brand needed to stand out in the market and stand for something distinctive to build a stronger emotional connection with their customers.
Koolaman’s jewellery has strong customer loyalty, was recognised for its superior product but the brand did not look distinctive or premium.

Building on their product strengths we also uncovered a powerful and authentic story behind the brand’s founders, provenance and their passion for celebrating life’s special moments with hand-stamped jewellery.

The new brand strategy repositioned Koolaman around the idea of ‘celebration inspired style’.

“We were inspired by the brand’s loyal customers, founders and unique country spirit, to craft a rich brand proposition that expresses the art of celebrating and remembering life’s special moments, ” explains Michael Hughes, Strategy Director and Partner, Truly Deeply.


Design Solution
Raw beauty is at the core of the Koolaman brand. Each piece of jewellery is individually hand-stamped so irregularities are part of the charm. The new Koolaman brand identity is inspired by this artisan ‘hand-made’ approach.

“The hand-rendered brandmark acts like a signature and reflects the ‘humanness’ of the brand and the down-to-earth nature of its founders. Workshop imagery is also used as part of the visual language to depict the century’s old craftsmanship, which is at the heart of the brand,” says Tamarin Watson, Senior Designer, Truly Deeply.

In contrast to the earthiness of the brand imagery, Koolaman campaign imagery is light and airy and expresses the celebratory aspect of marking life’s special moments with a timeless treasure.

Truly Deeply worked with Koolaman to provide a whole new direction and image for the brand. This included a brand audit, market decode, brand strategy, brand identity, brand culturalisation and employee engagement, packaging, website, photography, stationery, applications, and print advertising.

Koolaman Founder and Director Lisa O’Keefe, says that working with Truly Deeply has been an incredible journey.

“They have not only created a beautiful brand that truly represents our unique jewellery but they have captured our spirit and crafted a powerful brand story that really resonates with our customers, inspires our team and provides direction for our business to grow”, says O’Keefe.



For more details on the Koolaman brand, visit koolaman.com.au



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