Branding • Packaging • Design • Product achitecture
Bjørklund is Norway’s largest watch and jewellery chain, with around 90 stores nationwide.
When I joined the project, the jewellery offer was vast but difficult to navigate. Thousands of products sat in spreadsheets under SKU codes and warehouse names. In store, the same issue was visible: price points, styles and occasions were mixed together, leaving customers without a clear sense of where to begin.
For a category as emotional as jewellery, this mattered. People rarely buy jewellery because they simply need an object. They buy it to mark a moment, express identity, give love, reward themselves, create an impression or carry a memory.
I worked with store teams to understand how customers behaved in the real retail environment. A key insight was that many customers wanted to browse independently before asking for help, meaning the product structure had to guide them before a member of staff did.
The result was a new collection architecture built around customer motivation rather than internal product logic. Everyday pieces, wedding jewellery and occasion-led styles were given clearer roles, helping customers move more naturally between price points, styles and emotional needs.
Collection architecture
3 clearly defined collections
Dae
A stylised spelling of “day”, DAE was created for the everyday jewellery collection.
The name reflects the role these pieces play in daily life: jewellery that is easy to wear, easy to gift and simple to make part of someone’s personal routine.
Direct, flexible and quietly contemporary, DAE gave the collection a clear identity within the wider architecture: jewellery for self-expression, accessible gifting and the small moments that become part of every day.
Enhet
Meaning unity in Norwegian, Enhet was created for the wedding and engagement collection.
The name reflects a modern view of marriage: two people coming together on their own terms, without a fixed formula for what love, ceremony or commitment should look like.
Simple, inclusive and quietly emotional, Enhet gave the collection a clear role within the wider architecture: jewellery for commitment, ceremony and lasting connection.
Imperi Sol
Imperi Sol was created for occasion and impact.
The name suggests grandeur and light. “Imperi” carries a sense of something imperial and elevated, while “Sol”, meaning sun in both Norwegian and Spanish, brings warmth, radiance and a subtle European feeling.
Within the wider architecture, Imperi Sol gave the category a clear emotional role: jewellery for presence, confidence and the pleasure of being noticed.
