Tacori, a distinguished jewelry brand based in Los Angeles, has recently rolled out a significant transformation of its brand identity. This extensive revamp, which includes a refreshed color scheme, updated visual elements, and more compelling messaging, is designed to present the family-owned enterprise's story with enhanced clarity and an elevated aesthetic. Bec Bowman, Tacori's head of brand and creative, emphasizes that this initiative injects more narrative depth, distinct personality, and cleverness, offering the public a broader perception of the brand that transcends the jewelry itself.
The collaborative effort with Studio Jae Jun Kim for this rebranding debuted at the Couture show during Las Vegas Jewelry Week and is now prominently featured across Tacori's social media platforms and website. Bowman, who joined the company in July 2025, notes the overwhelmingly positive reception. The brand's first campaign under this new look, titled 'Movie Night,' showcases a more expressive and unique identity, signaling a fresh chapter for Tacori. This renewed approach has already garnered significant interest from customers, the press, and the styling community, leading to notable red-carpet appearances. The success stems not just from a new visual appeal but from a clearer articulation of Tacori's vision and a more comprehensive representation of its essence.
The rebranding process began with redesigning Tacori's logo, drawing inspiration from the jeweler's signature Crescent design, known for its sculptural quality and subtle transitions from thick to thin, as well as the intricate hand-engraving and metalwork inherent in Tacori pieces. A contemporary font was introduced to complete the logo's new look. Subsequently, the branding team focused on selecting a color palette that truly embodies the Tacori name, opting for rich jewel tones. The iconic Tacori blue, a deep cobalt, leads this palette, complemented by rose, orchid, mint, mandarin, violet black, and pearl shades. These choices aim to convey the joy, personality, and meaningful moments that define the family-owned brand, offering a visual identity that is both rich and expressive, resonating with a desire for luxury that combines personality, emotion, and individuality.
Even with this exciting brand evolution, Tacori steadfastly maintains its core values rooted in family, exceptional craftsmanship, its unique 'modern vintage' design philosophy, and its cherished iconic Crescent. Nadine Tacorian Arzerounian, the company's co-owner and design head, along with her brother Paul, continue to steer the company, upholding the legacy initiated by their father, Haig, in 1979. The brand's ability to consistently communicate its message across diverse channels and retail settings is now fortified by a clear set of verbal guidelines, ensuring consistency and recognizability while preserving its inherent warmth, personality, and emotional depth.