Poh Seng Jewellers
Honouring legacy through design: Poh Seng Jewellers reimagined after over 80 years of excellence.
Strategy
Visual Identity
Web Development
Poh Seng Jewellers, a heritage brand established in 1939, has long been known for its timeless craftsmanship and bespoke jewellery pieces. With decades of trust and tradition behind it, the brand sought to evolve while preserving the elegance and quality that define its legacy.
Poh Seng Jewellers partnered with Onyx Digital to revitalise its brand through a comprehensive rebranding exercise, complete website redevelopment, and a refreshed marketing strategy. The goal was to elevate the brand's presence, both online and offline, and position Poh Seng as a modern yet enduring name in the jewellery space — one that continues to honour its legacy while engaging a new generation of customers.
Brand Identity and Positioning
Our initial task was to develop a new brand identity for Poh Seng Jewellers that honoured its rich heritage while appealing to a younger, style-conscious audience. The aim was to modernise the brand without losing its timeless elegance, repositioning it to resonate with millennials seeking meaningful, well-crafted pieces. This involved creating a refined visual identity that balanced contemporary appeal with classic sophistication, reflecting both tradition and relevance.
Website Development & Creative Direction
We redesigned and developed a new website for Poh Seng Jewellers, replacing their outdated site with a refined digital presence that better reflects the brand’s heritage and craftsmanship. The new site features a modern, user-friendly interface with high-quality visuals and clear storytelling to highlight their bespoke offerings. Our team streamlined the site structure, removed outdated elements, and introduced a cohesive design system. Professional photography was used to capture the fine details of each piece, allowing visitors to fully appreciate the artistry and elegance that define Poh Seng.
Results & Impact
The collaboration with Onyx Digital has significantly elevated Poh Seng Jewellers’ brand visibility and market positioning. The new brand identity and website have helped Poh Seng stand out in a competitive jewellery market, while our targeted social media campaigns have fostered greater customer engagement and loyalty. The high-quality visuals and user-friendly site further reinforce the brand’s premium status, attracting a broader audience and increasing sales.
Onyx Digital’s comprehensive approach to branding and digital marketing has successfully positioned Poh Seng Jewellers as a modern yet timeless leader in the jewellery space. By crafting a cohesive and appealing brand identity, developing a strategic content plan, and enhancing their online presence, we have supported Poh Seng in achieving its business goals and solidifying a strong, recognisable presence in the market.