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Maison Birks promotes new branding

Montreal-based Birks & Mayors has undertaken a rebranding initiative and begun a new advertising campaign for its Maison Birks jewelery retail chain. The new branding, developed by Sid Lee of Montreal, is intended to present the company in a modern way while remaining faithful to the legacy of the brand as it reaches its 135th anniversary. The new branding makes use of a kaleidoscope as its overall visual theme. The company's new logo is a modified version of the blue box its has used previously, with the addition of a diamond shape. Additional brand elements will roll-out to the chain's retail stores in the fall. The new advertising campaign focuses on the Canadian heritage and prestige of the brand. It is also intended to appeal to a younger audience. The campaign was developed by Sid Lee and implemented by Montreal-based Tuxedo. It will roll-out in several media over the next few weeks. "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," said Jean-Christophe Bédos, president and CEO of Birks & Mayors. "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."

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