Our approach was two pronged. Refresh the umbrella brand to begin with and follow it up with strong, vibrant packaging on the products to strike an emotional connect with lost consumers. Wordplay on ‘Diamond’ led to cues of global sourcing, paramount quality and vitality, giving the brand identity a significant lift and deeper meaning.

 The packaging solution included using the existing pack format but improving visual communication. Key visual element of a fishing boat in the Pacific, drool-worthy product depiction and emphasis on the brand’s ‘Dolphin Friendly’ aspect helped Diamond get customer attention. We used a refreshing & identifiable brand ‘ownable’ colour for high-impact shelf presence and a clean visual architecture simplified the product selection at the shelf level.