Diamond Group

The taste of European orchards discovered for GCC market

Expertise included 
Research
Strategy
Identity
Illustration
Packaging Design
Range Architecture
 

The Challenge

While ‘jam’ as a category day by day is losing preference due to its sugar and unnatural content, brand Diamond was trying to come up with much puristic upgrade for its loyal consumers. Made with fruits exquisitely sourced from European orchards!
To stand out from the rush was a sweet-jamming challenge in the much evolved GCC market.
Diamond Royal Pick Preserve

The Solution

We began by devising nomenclature and locked ‘Royal pick’ that speaks magnificence of the Europe along with the exclusivity. To precisely define and describe the range from regular fruit jams and further elevate its perception the terminology ‘Preserve’ was suggested.
Pleasant mood and atmosphere of a European orchard expressed visually on pack canvas. Classic illustration style as the entry point in the packaging enhanced it with its charm.
 
The idea of genuinely good source & warmth infused through the gratified farmer plucking fruits. Indeed, the task completed with a point of sale intervention to experientially connect European source to the shoppers in remote GCC markets.

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The Neon Project
701, Stellar Tower,
V. N. Purav Marg, Diamond Garden,
Chembur East,
Mumbai 400071