Challenge

In 2020, the company Alrosa rebranded its chain of boutiques from Smolensk Diamonds to Alrosa Diamonds. In 2023, the management decided to undertake a rebranding to develop a complete image around the name. Our task was to create a new positioning based on the company’s expertise, experience, and ambitions to become a leader in the premium segment of jewelry brands.

Solution

In collaboration with the brand’s team, we conducted research and numerous interviews to develop the new brand strategy.

Vision: A leader shaping the jewelry industry.
Mission: To transform and develop the jewelry retail industry in Russia, to be a beacon of advanced jewelry trends. To be a benchmark of high-quality living, a symbol of technical success.
Values: Authenticity, expertise, trust, relevance, self-sufficiency.

In the brand’s identity, we encapsulated all the key qualities through fundamental techniques. The new design is meticulously crafted. The Alrosa Diamonds logo is divided into two parts and positioned so that the content is centered like a diamond in a piece of jewelry.

Using blind embossing, we shift part of the Diamonds logo to a different plane, thus illustrating depth. We also convey depth through transparency in materials, and authenticity and perfection in imperfection through natural materials and raw edges of physical objects.