Italian fine jewellery brand Fope introduced a new brand identity at Baselworld to mark a significant milestone.

This year the brand, which is a favourite among the UK’s top jewellers, is celebrating its 90th anniversary.

To mark this occasion, Fope has created a new look which focuses on the USP and values of the brand, as well as its remarkable history.


The new look includes an evolved logo, fresh brand colour, and new marketing materials.

A revamped website and updated catalogues tells the story of a company which started in Vicenza, Italy, in 1929 with an Italian goldsmith, and transformed into an international jewellery brand, which today ships to more than 50 countries.

New brand logo reveals FOPE is an acronym.

Black and white photos reveal how times have changed, whilst up-to-date coloured photos provide a sneak peek into the company’s operations today.

Somethings have not changed however, as the brand still crafts every piece in-house. This is reflected in the company’s name, which makes up the new logo. Did you know FOPE is in fact an acronym, which in England translates to Factory of Jewellery Precious Export?

Some changes can be seen straight away if you head to Fope’s website, whilst others will be introduced throughout the year.

The brand also launched an Eka Anniversario bracelet to celebrate the 90th anniversary.