B.P. de Silva Holdings

Retelling a multi-generational story

B.P. de Silva Holdings is a family-owned company grown out of a humble jewellery brand. At 150 years in the making, they’re Singapore’s oldest family businesses. Today, with an expanded portfolio of mature and emerging brands, it was an opportune time to refresh the company’s identity, paving the way for the next generation. This modern rebrand would honour their unmatched history and reflect their evolution from brand traders to brand creators.



A history to be safekept

Where better to start than at the very beginning? Through extensive interviews and archival research, we traced their origins back to one man armed with little more than a handful of gemstones—a single-person venture that quickly expanded into a family-led team, becoming the multigenerational parent company we know today. Our exploration unearthed letters from the family and beyond, detailing acts of generosity toward business partners and employees alike, further supported by oral histories from our interviews. 



What emerged through these retellings was a crucial insight: while many heritage brands rely on familiar narratives of legacy, vision, and founding values, they often begin to sound the same to the average consumer. However, by shifting the brand into the adjacent territory of contemporary brand creators, B.P. de Silva’s legacy takes on new meaning.



This repositioning allows their storied history to become a strategic differentiator in a space where even the most compelling brand builders lack generational depth. B.P. de Silva stands apart as a brand that truly owns stories shaped across time--stories rooted in steadfast values that have proven to unite generations of artisans, crafters, businesspeople, and partners.

Capturing humanity in thoughtful luxury
To capture this shift in their new visual identity, we searched for the visual traces that have long defined B.P de Silva Holdings. Inspired by emblems, letters, envelopes, and motifs found in B.P. de Silva’s vaults, we worked with designer So-Hyun Bae to develop a logo based on a diamond illustration that has been part of their visual language for years. This motif was refined and updated to embody the timeless, forward-looking spirit of the brand. The colour palette, consisting of sophisticated neutrals complemented by accents of green, blue, and dark brown, was also directly inspired by these historical materials, infusing a sense of rich history into the brand’s visuals.

Our story-led approach to brand communications also emphasises warmth and human connection, underscoring the idea that thoughtful luxury is, at its heart, deeply personal. Working with local photographer Khoo Guo Jie, we crafted imagery that captured their spaces, the moments behind their creations, the magic of colour in tea and sapphires, and their quiet but bold history. On B.P. de Silva’s website, people-focused art direction and narrative-driven copy express the human spirit behind each piece of jewellery, bringing to life the spaces, moments, and magic of unfiltered creation. By bringing personal histories to the forefront of their ongoing narrative, it becomes an invitation for everyone to be part of B.P. de Silva’s quiet yet bold story.