Branding Creative Identity June 3, 2022


Signifers, a renowned luxury watch company located in the prestigious Berkeley Square, Mayfair, sought a rebranding initiative to enhance their elite status and appeal to discerning customers. Ikaroa was tasked with creating a brand identity that would encapsulate the elegance and exclusivity of Signifers, drawing inspiration from the architectural and cultural heritage of their unique location.

Project Approach

Ikaroa’s approach to the Signifers rebranding project was meticulous and inspired by the local aesthetics and historical significance of Berkeley Square:

1. Brand Strategy
2. Logo Design
3. Colour Palette
4. Typography
5. Visual Identity
6. Packaging Design
7. Brand Messaging

Brand Strategy

Our first step was to conduct a detailed analysis of Signifers’ market position, target audience, and competitors. We also studied the architectural features and historical context of Berkeley Square to ensure the new brand identity would reflect the luxury and sophistication associated with this prestigious location.

Logo Design

The new logo for Signifers draws directly from the unique elements of Berkeley Square. We noted the prominent oval shapes in the local architecture and the four gates that mark the square itself. The logo design incorporates these elements, featuring a sophisticated oval shape and four stylised gates. This design symbolises Signifers’ connection to tradition, elegance, and the meticulous craftsmanship of luxury watchmaking.

Colour Palette

The colour palette was chosen to evoke luxury and timeless elegance. Deep, rich tones such as midnight blue, gold, and charcoal grey dominate the palette, reflecting the opulence and refinement of the Mayfair area. These colours communicate sophistication and align with the high-end market Signifers caters to.


For Signifers, we selected classic, serif typefaces that convey tradition and elegance. The primary typeface is sophisticated and timeless, enhancing the brand’s premium image. Complementary fonts were chosen for secondary uses, maintaining a cohesive and luxurious appearance across all brand materials.

Visual Identity

The visual identity of Signifers was designed to be both elegant and distinctive. We developed a comprehensive suite of branded materials, including business cards, letterheads, brochures, and digital assets. Each element features the new logo, colour palette, and typography, ensuring a unified and prestigious brand experience.

Packaging Design

A critical aspect of the rebranding was the redesign of Signifers’ packaging. We aimed for an exquisite and luxurious aesthetic that highlights the premium quality of their watches. The packaging design includes rich textures and meticulous details, providing an unboxing experience that reflects the exclusivity of the brand.

Brand Messaging

We crafted brand messaging that communicates Signifers’ dedication to luxury, craftsmanship, and tradition. The new tagline, “Timeless Elegance, Crafted to Perfection,” succinctly captures the essence of the brand. All marketing copy and communications were tailored to resonate with a discerning, high-end audience, emphasising the heritage and exclusivity of Signifers’ products.

Project Outcome

The rebranding project successfully elevated Signifers’ position in the luxury watch market. The new brand identity differentiates Signifers from competitors and appeals to their elite clientele. Positive feedback from both existing and potential customers has affirmed the effectiveness of the rebranding effort, and Signifers has experienced an increase in brand recognition and customer loyalty.

Ikaroa is proud to have partnered with Signifers on this prestigious rebranding project. Through strategic planning and creative design, we have crafted a brand that truly reflects the luxury, heritage, and craftsmanship of Signifers. We look forward to their continued success and prominence in the luxury watch market.

For more information on how Ikaroa can help elevate your brand, please contact us below


To create a distinguished brand identity that reflects Signifers' prestige and craftsmanship, inspired by their iconic location in Berkeley Square, Mayfair.

  • Strategy

    Brand, UX Strategy

  • Design

    UI/UX Design, Art Direction

  • Client


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