When we did the initial logomark for this black pearl company in Tahiti, the full business name was Tahia Collins. Since then, a few things changed on the client side, so we reworked the logomark to be just “Tahia,” which means “princess in Tahitian. Thus, she is the “Princess of Pearls.”

Goldsmiths Kauai wanted to garner more design work. The brand development process pointed out who their target audience was and what it would take to get them to chose Goldsmiths Kauai over their competitors. With the groundwork laid, we developed print ads both product-centric and “advertorial” style. Supporting the ads were brochures, posters and direct mail campaigns that proved quite successful in repositioning them as “designers.”

Tahitian Pearls are the “must have” gift item to bring home from French Polynesia and as you’d expect, the competition for visitors is intense. We’ve partnered with Tahia for many years to create a clear and memorable difference which has allowed her to stand out in the minds of potential customers. By engaging visitors with a compelling story before they arrive, this in-flight advertisement sets an expectation of confidence and trust.

Elegance, style, and trustworthiness — those are the three main things that this brochure had to communicate. Most visitors to French Polynesia were in search of the the perfect black pearl jewelry to take home as a souvenir of their trip, but who to buy from. Tahia, of course!

The photography in this ad is exquisite. Our compliments to Kirk Amyx for his exceptional work on behalf of Tahia.

The fully custom jewelry boxes (created in seven different sizes) brings a little tribal flair to the elegant design of the black pearl jewelry. The whole package and bag system was carefully designed to be both cultural and sophisticated.