Hazorfim is a longstanding, well-known and high-quality silverware brand, but the public perceived its wares as too expensive and traditional, with appeal mainly limited to the religious sector. Extensive research of the category and its target audience revealed a gap between how the company communicated its brand values and contemporary trends in luxury and lifestyle brands. Open’s challenge was to position the brand as both contemporary and timeless.
Open created a brand that brought forth the craft and soul of silverware making, especially the emotional values of expertise, craftsmanship, and tradition that underpin Hazorfim’s unwavering commitment to quality. The brand language highlights the relationship between luxury and soul, and serves to position the brand as timeless and international, appealing to a diverse and discriminating clientele.