From the traditional Jeweler into a Consumer-Brand.

A jewelry brand that is changing from B2B to B2C.

Project Context

Design Studio VERSUS brought Identitylab on board to strategically advise Xenox in a time of change and rebuilding of the brand. Xenox is a jewelry company with a twenty-year history of tradition that faced the challenge of a generation change in 2018. It was time to change from a B2B brand to a B2C brand.

IDL was tasked with brand positioning, corporate identity, communication strategy and helping to build the in-house design team in cooperation with VERSUS. As a partner and industrial design expert, VERSUS supports the brand on the POS side and in-store development.

The new market positioning and brand identity focus entirely on the unique diversity of jewelry collections that Xenox develops each year. Worlds are built around each collection so that the branding can respond very dynamically to the product innovations. Just as important as the collection is the direct service for the customer and the user experience in the online shop, which is based on the product worlds and offers the customer new inspiration on a daily basis. The new branding for Xenox was designed and developed for the in-house team; they were given a toolset to independently redesign the brand. Together, concepts for implementation were developed and communication tools and masters created.

Repositioning the brand

Customer surveys, employee interviews and several workshops with the management team formed the basis for the new positioning.


The logo was slightly adapted and modernized during repositioning.


The up to 15 collections per year were the starting point for the new, dynamic design system. Each collection gets its own story world and color world.



Together with the in-house team, corporate identity guidelines were created, which are constantly being expanded and can evolve.


The linchpin of the new brand is online presence. Not only the e-commerce sector, but also online campaigns and social media appearances were designed and implemented together with Xenox.

Blank Manuskript |
Visual Identity

Internationally successful, Blank Manuskript released their third album, “Himmelfahrt”, in 2020.