Partridge – Brand Identity

In the late 1800s, James Partridge set sail from England to New Zealand, taking great risk. It was in the small town of Timaru that he established his new store, beginning a six generation long legacy that would come to be synonymous with excellence in the craft of jewellery making. Celebrating 160 years in 2024, Partridge has established a reputation as New Zealand’s trusted source for the world’s most desirable watch and jewellery brands. 

Reflecting on this legacy, the identity was inspired by the journey of James Partridge. Through considered spacing, organic serifs and elegant typographic strokes, the wordmark and monogram encapsulate both his daring confidence and dedication to craftsmanship. To accompany the identity, a new tagline emerged; Above Us Only Sky. This new line reflects on The Long White Cloud; a name given to New Zealand when Maori navigators first explored this new land, witnessing a cloud spreading across the horizon.