Hilbert København is a goldsmith brand rooted in tradition, craftsmanship, and heritage.
Founded in 1999 by Morten Hilbert, the brand has long been shaped by his vision.
Today, with his two children involved as a goldsmith and a designer, Hilbert København stands at a turning point-balancing its heritage while looking ahead to the future.
This project explores the transition from the original tagline, “Fine Jewellery Since 1999,” to a renewed vision: “Fine Jewellery Forever.”
The final deliverables include a brand book presenting the transformation, visual identity, and storytelling behind a brand with more than 25 years of experience, as well as a strategic content plan demonstrating how this renewed vision can be translated into engaging communication.
This project was developed as my final exam, and all work was carried out independently.
The Brandbook
When presenting my bachelor project, I find it important to begin with the final outcome.
This is the new brand book for Hilbert København - a book created not only as a set of guidelines, but as a complete documentation of the brand’s identity.
Hilbert København’s heritage is strong and is described by the founder in these words: “Credibility, expertise, empathy, creativity” (see page 2).
The idea behind starting with this quote is to give the reader an immediate sense of clarity - a “this is it” feeling. These words define Hilbert København.
The book begins with these four words and then moves through the guidelines that shape Hilbert København. Rather unconventionally, it concludes with the vision. This structure is intentional: it takes the reader from the beginning of Hilbert’s history, through its rules and framework, and finally back to what ultimately matters - the vision behind the brand.
Feel free to explore this bachelor project and gain insight into the thinking behind the brand book.
Please note that the second deliverable of my bachelor exam was a strategic content plan for Hilbert København. Due to the sensitive nature of this material, it is not included here. If you have questions regarding this part of the project, please feel free to reach out.
Materials : Photoshop, InDesign
Moodboards
To better understand the aesthetics of Hilbert KBH, I decided to create a physical mood board on my wall, measuring 120 × 120 cm.
Since I was working from a branding and storytelling perspective, it was important not only to work digitally with images from Pinterest, but also to explore what is currently influencing people.
I therefore purchased a wide range of magazines, including Vogue and Elle, to gain insight into how other brands communicate their identity through editorials, visuals, taglines, and campaigns.
Before moving into the design process of the Hilbert København brand book, I needed to define my design drivers. I wanted them to reflect the Hilbert DNA. I therefore arrived at the following:
Heritage
Repeating
Tradition
Human Trace
Materials : Magazines, wax, cotton string, Pinterest, Photoshop, paper, fine liners
The nexts texts will take a you on a deep dive into what makes the Hilbert København brand identity, from the typography to taglines, to POS material.
Logo
The Hilbert København logo exists in two versions.
The primary logo features the name “Hilbert København” placed within a rectangle, keeping it simple, structured, and easy to read.
For more visual contexts, such as social media, the secondary logo is used. This version features a traditional goldsmith tool combined with the letter “H,” reinforcing the connection to Hilbert København.
The secondary logo is primarily used on social media but can also appear on POS materials, such as stickers.
Materials: Illustator
Colors
The Hilbert København colours are always used with intention.
Black is the primary colour in the palette. It is used for written materials, packaging, logos, and other core brand elements.
The green, named Københavner Grøn, is what we refer to as our heritage colour. It is inspired by the city of Copenhagen and, together with black, is one of the oldest colours Hilbert København has worked with.
Gold is used more sparingly and never excessively. For example, it appears on our packaging, where the logo is printed in gold.
The newest addition to the palette is Muted Blush - a subtle, toned-down pink that adds contrast to the original palette. Muted Blush is used only as an accent colour and should be applied thoughtfully.
Typography
Within the Hilbert København universe, two typefaces are used.
For clear and readable text, Rozanova is the primary typeface.
As a new addition to the Hilbert universe, the typeface Hilbert Personal has been introduced. This typeface is based on the founder of Hilbert København’s own handwriting and serves as a tribute to the brand’s analogue aspects.
For example, all customers receive a handwritten proof-of-receipt note when placing an order for a custom-made design, or when having their old jewellery repaired.
Taglines
Two taglines makes the brand universe at hilbert københavn.
One showing the heritage and history of the brand. Fine Jewellery Since 1999. is a way of telling that Hilbert København is a brand with deep roots in the industrie.
The new Fine Jewellery Forver. is a promise to all in the brand universe that Hilbert København is not only what they used tpo be, but Hilbert København is also a promise of something grater in the future. jewelery made here is made to last for generations, just like the brand that is moving from one generatiojns to two.
Tone of voice
Two taglines shape the brand universe of Hilbert København.
The first reflects the brand’s heritage and history. Fine Jewellery Since 1999 communicates that Hilbert København is a brand with deep roots in the industry.
The new tagline, Fine Jewellery Forever, is a promise to everyone within the brand universe. It signals that Hilbert København is not only defined by its past, but also represents a long-term vision for the future.
The jewellery created here is made to last for generations - just like the brand itself, which is transitioning from one generation to two.
POS/Packing
All POS materials are produced using FSC-certified materials, supporting a more environmentally responsible approach.
All boxes are black with gold imprinting. When desired, the boxes can be wrapped in brown paper, tied with green or Muted Blush cotton string, and finally stamped with Hilbert København’s own wax seal.
When customers leave, they receive their jewellery boxes in a brown paper bag inspired by the traditional Danish way of packaging retail purchases in the early 1930s.
Images
Imagery created for Hilbert København should always follow the guidelines outlined in the brand book.
For example, all storytelling-focused imagery is presented in black and white. These images are primarily taken in the workshop, and any visual noise or work-related clutter is minimised. The use of black and white ensures a cohesive and consistent narrative across all surfaces.
Product-focused imagery follows a different visual direction. Here, the surroundings play a more active role. For example, Christianshavn is an important part of the brand identity, and close attention is given to how the area is represented in the imagery.
Maintaining consistency within the colour palette is also essential.