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Q: How can you make a brand Bigger than tiffany and more famous than cartier?
Angle: Create a flawless brand around 'unconstrained diamonds'
De Beers wanted to build a global network of jewellery stores using the De Beers name, in a joint venture with the luxury brand giant Louis Vuitton Moet Hennessy.
Traditional retailers were failing to capture the deep emotional and aesthetic characteristics of diamonds and without a retail legacy to hinder them, De Beers had a blank canvas to create a new retail experience and to challenge existing conventions.
To create a benchmark brand in the category, the phrase 'unconstrained diamonds' was created from the desire to challenge people's perceptions of diamonds and to appeal to a more diverse customer base. From this proposition the brand strategy was developed and brought to life through literature, packaging, web and store design mood boards.
Project completed with The Partners, London.
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De Beers LVMH
The De Beers logo is designed with two parts (the DB monogram and the logotype) that work together or can be separated. It's understated elegance suits the luxury retail brand market and the space where the D and the B meet is perfectly made for a tiny diamond highlight.
De Beers flagship store
The flagship store opened on the corner of London's Old Bond Street, followed by stores in Tokyo, New York and Beverly Hills and eventually worldwide.
Old Bond St store
There is an understated simplicity in the logo application on the flagship London store.
Store signage
The De Beers logotype works in isolation from the monogram.
De Beers icon
A sense of effortless luxury is created outside and inside the store. Customers are reassured by the De Beers brand.
The signature engagement ring
The original design brief asked, 'How can the new mark become a feature of the product?' One solution was to turn the DB symbol into the diamond setting on the De Beers Signature engagement ring.