Three in one
sieger design helps relaunch the Oeding-Erdel brand with three differentiated catalogues
“Make it clear that jewellery and watches are an expression of personality” – that’s the challenge sieger design set itself in 2014 on behalf of traditional jeweller Oeding-Erdel. At the heart of the campaign are three product catalogues, each one with its own design concept. A strong focus on the name Oeding-Erdel as the company logo, as well as adverts that build on this idea, also resulted in a distinctive profile.
Alongside the creations of leading watchmaking and jewellery brands, the portfolio of Münster-based jeweller Oeding-Erdel also comprises ranges from its in-house atelier. The aim was to shine the spotlight on the company’s own collections, differentiate more clearly between the various ranges and tailor communication more closely to individual target groups. Therefore, a fundamental decision was taken to present the portfolio in three product catalogues with differing design concepts.
In order to strengthen the Oeding-Erdel brand, the in-house collections are given a catalogue of their own for the very first time. The evocative jewellery images are the work of Oliver Schwarzwald, one of Germany’s most successful style photographers, and were shot in Hamburg under the art direction of sieger design.
Featuring a matt black cover, the watch catalogue is aimed at a male readership and shows the various masterpieces together with motifs by photographer and visual artist Christoph Engel, who created a series of fascinating works from thousands of Google Earth images. These show planet earth from a higher perspective and reveal structures reminiscent of the perfectly ordered structure found in a watch mechanism.
For the jewellery magazine, Berlin-based photographer Jana Geberding – chosen by sieger design on account of her fresh approach to fashion photography – created images bursting with spirit. “Leonie, the model, gets our style spot on. She wears the jewellery with effortless elegance, even when she’s pushing a bike,” says owner Thomas Oeding-Erdel, praising the photos. As the dominant element in both visuals and text, the image of a bicycle symbolises the company’s strong ties with the cycling city of Münster.