Chow Tai Fook's Hearts on Fire refreshes brand identity

Hearts On Fire, a diamond jewellery brand under Chow Tai Fook Jewellery Group, has unveiled a new brand identity to bolster its reputation as a contemporary fine jewellery brand.

Led by a vision to create modern jewellery and experiences that make diamonds enjoyable and approachable, the global rebrand includes a new visual identity, the opening of a retail concept store, and the launch of a signature collection, supported by a creative campaign.

The new logo is complemented with the introduction of a monogram that reflects the fluid nature of light, whilst a contemporary colour palette features vibrant red against a backdrop of sophisticated natural hues, emblematic of the brand's bold direction.

Meanwhile, the rebrand will also include a new website, a revamped social media presence, and updated creative visuals.

On the other hand, Hearts On Fire will open a new retail space in Hong Kong in the summer of 2024. Created in collaboration with interior designer Joyce Wang, the boutique aims to present an open and welcoming diamond experience. The retail concept will be rolled out in other key global locations, while the brand's wholesale network will undergo a strategic upgrade worldwide. 

To further celebrate the refreshed brand identity, Hearts On Fire has unveiled “The Barre Collection”. Inspired by the vibrant energy of the metropolis, this new line aims to break the conventions of fine jewellery by featuring unconventionally set floating diamonds and graphic gold elements.

The jewellery brand has debuted a global campaign titled "Light, Unleashed" featuring its new Barre collection. The campaign aims to celebrate the brand's legacy while signalling its future direction, showcasing diamonds set free and unleashing their brilliance.

Available online and at selected retail stores, the Barre collection will also be promoted through both live and digital activations, including pop-ups, trunk shows and lifestyle content.

Rita Maltez, global president, Hearts On Fire, said: “For almost three decades, Hearts On Fire has focused on our signature diamond cut, becoming renowned for the unparalleled light of our diamonds. We remain true to this DNA while furthering our unique vision to welcome and empower our audiences. We are excited about this new chapter that positions us as a true contemporary luxury brand, at the forefront of how diamond consumers are evolving.”

Yunjo Lee, chief creative officer, Hearts On Fire, said: “Our Barre collection epitomises the new creative expression of Hearts On Fire, where we believe in wearing diamonds with ease and a little attitude, and in taking pleasure in the blazing beauty they bring to even the simplest moment. This is just the beginning and I look forward to creating more signature collections that define Hearts On Fire.”

MARKETING-INTERACTIVE has reached out to Chow Tai Fook for more information.  

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Back in April, Chow Tai Fook Jewellery Group has unveiled its transformation plan aimed at rejuvenating the brand. The plan involves refreshing the logo and websites and renovating all of its 8,000 stores.

The group has unveiled a new consumer-facing logo that represents its legacy in a modern and dynamic way. The new design captures both the history and commitment to a vibrant, forward-looking identity while reflecting the brand in a classic, timeless, and iconic way.

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