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IsabelleFa Maîtres Chaînistes is a German jewelry brand, devoted to manufacture the most precious jewelry.

Not machines, but human beings who love details, devote greatest attention to handcrafting jewelry at IsabelleFa. Each unique creation is 100% “made in Germany” and combines traditional artisanal techniques with outstanding modern design.

All production steps – from the design idea, through the choice of diamonds to the melting of the gold alloy and the creation of the individual piece of jewelry – take place under one roof in Eisingen, a small town in Baden-Württemberg, Germany.

The task for our students was to develop a communications strategy and brand campaign addressing Chinese target audiences taking into regard the cultural characteristics of an affluent asian elite.

Under the guidance of Prof. Dr. Joachim Bongard and award-winning Creative Director Michael Eisermann the students from Brand Communication and Brand Design worked interdisciplinary together on the communication strategy and creative concept: They analysed the market and competition as well as consumer behaviour to generate insights and finally developed campaign ideas including a corresponding media implementation.

As a result, different campaign approaches were designed and presented to IsabelleFa.

The client was delighted with the outcome: “The students of the Brand University did an amazing job. They really captured the spirit of our brand, demonstrated a deep understanding of the Chinese target audience and translated both into a campaign that developed a unique look for IsabelleFa. We definitely consider to implement selected measures of the campaign when we start our business in China“, said Alexande Mössner, Head of Brand Management.

We would like to thank IsabelleFa for their cooperation on a project that gave our students the unique opportunity to immerse themselves into the world of precious handcrafted jewelry and Chinese luxury consumers.

Module | Practice Transfer Project
Professor | Prof. Dr. Joachim Bongard, Michael Eisermann
Semester | 5th semester Brand Communication & Brand Design