A.A. Rachminov

The challenge

A family diamond company, specializing in unique cut diamonds and gems, asked to rebrand itself.

It has 4 branches in Israel, Taiwan, Japan and China and a custom inventory usually sought out by shops and exclusive brands.

In a market that puts the spotlight on the flashy lifestyle of diamond owners and connect diamonds to women, the intention here was to honor the beauty and uniqueness of the stones as they are, being enough as an appeal on their own.

The goal

Make the diamonds the main appeal of the brand and not its cultural ties

Showcase stone variety and inventory

Show respect to the family legacy and traditions that built the company

Execution range

Research, brand, photoshoot, web, exhibition space design, print

Chosen concept

Bursting out from the material of the earth

Target audience

Shops and exclusive brands

Private high-end buyers

Brand characteristics

Luxury, boutique, of legacy, fierce

Print

Main color testing for ads

Stationary

Web

The diamonds were shot in 360 degrees with enabled rotation for exposure to extra detailing to emphasize their quality being the center of the brand. The scrolling keeps the diamonds in the center while the type composition changes around them, like a vitrine display with changing centerpieces.

Checking a white version as an alternative

Choosing the dark theme as final

Achieved value

Showing beautiful stones and the tradition they are made with, without attaching it to be a social value qualifier. This brand and website were well received go strong until present day.

My role

Research, brand design, tagline and copy, art direction for photoshoot, web UX UI, ads, exhibition space design, business cards and stationary, boxes for the gems design