Alberto

MPCG was retained by House of Tanzanite to rebrand the company as Alberto. The company was primarily recognized in the industry as a manufacturer of tanzanite jewelry. However,  they have expanded into other product categories. The company was renamed Alberto, in order to place each of their collections under the corporate umbrella.

Goals:

The objective was to build awareness among Alberto’s existing customers and potential new ones, of the Alberto name. It was also important for their clients to know that besides Tanzanite, Alberto also manufactures color diamonds and exotic precious and semi-precious gemstone jewelry.

Strategy:

MPCG produced a marketing plan that included creating a cohesive brand image for Alberto Collections. A new logo was designed and a branding guidebook was developed that determined the typeface and corporate colors to be used in their advertising campaigns, collateral materials, corporate communications, website, and commercials. In addition, a TV commercial was created for the cruise ships and retailers.

Results:

Alberto has made inroads and developed new department store accounts and has increased their overall business. Their customers have been impressed with their new look and are constantly requesting collateral material from them. They ran consumer ads which have garnered greater brand recognition among their present customers and new ones.