Zamel’s is a retailer with a strong focus on jewellery at value price-points. Many of their items are aimed at younger markets, and are impulse bought. The brand has real ‘feel-good factor’ and is about buying great items to match your fast-fashion wardrobe and feel great. To match this approach, The Animals developed a fresh brand positioning line for Zamel’s – ‘Happiness starts here’. Once applied, we reinforced the fun with a range of colourful, shiny and vibrant executions and promotions. All the while never losing sight of the brand’s core focus on competitive pricing paired with great products.