MussonServices: Brand Strategy, Experience and Identity Design, Art DirectionAgency: Re
How do you bring craftsmanship into every brand experience?

Founded on Sydney’s North Shore, Musson Jewellery has been a collectors’ item for over fifty years. As a new generation of the family steps up, their vision is to bring the brand’s famed focus on quality to every aspect of the customer experience. Our task was to help transform Musson from cult favourite to coveted Australian luxury brand.

Connecting past and present

For Musson, craft is everything. Inspired by the detail and beauty
of their jewellery, the new identity system features a bold, rich pattern and confident, modern shapes derived from the monogram. It builds on the brand’s heritage while bringing Musson into a contemporary world.

Capturing simple pleasures

While confident in its approach, art direction is intimate and nostalgic, capturing the beauty in everyday life. Photography seeks to elevate simple moments into something precious.

Individually crafted experiences

Musson has always prided itself on individual customer care and attention. Experience principles were developed to ensure this focus remains true, no matter where people engage with the brand.
The refreshed online shopping experience enables global customers
to enjoy a bespoke journey, from browsing through to intuitive purchasing, supported by Musson every step of the way.

Agency: Re
Creative Director: Nicole Bon de Veire, Shannon Bell, Andy Thomas
Design: Nina Szewczyk, Jacquie Halloran, Diana Marcela, Harry Tuckwell
3D and Motion: Mitch Viney, Matt White
Copy: Craig Rosenthal, Hannah Stokes
Photography: Julia Balla, The Kitchen
Web Development: General Studios
Interior Architecture: Studio ETIC
©Nina Szewczyk 2024I respectfully acknowledge the traditional custodians of this land on which I work, learn and live — the Gadigal people of the Eora nation — and pay my respects to Elders past and present.