Diamond®

Classic Brand Takes New Angle On Packaging

The DIAMOND® brand has been providing disposable cutlery and straw products for more than 60 years. When they made a move to change packaging and remove their window element to reduce plastic use, it was a chance to explore rebranding. This transition was an opportunity to give the brand a greater purpose, connect better with consumers, optimize shelf presence, and create consistency among the brand’s 21 SKUs.

AGENCY SERVICES
  • Packaging Design
  • Line Extensions
  • Production
  • Marketing Materials

Shaping Goals & Objectives

We had to be strategic in our approach to the redesign. There are a variety of different products within the DIAMOND® Brand lineup, and we wanted to provide consumers with clear communication about where and when to use the various types of cutlery. It was also important to establish graphics that would be consistent across the line, yet flexible enough to seamlessly adapt across 21 SKUs. By eliminating the window feature, the new DIAMOND® packaging presented more space to explore hierarchy & messaging. Beyond aesthetics, it was important to communicate product benefits, usage occasions, and certifications to educate consumers at shelf and help them make easier purchasing decisions that meet their needs.

Packaging Architecture

With so many SKUs varying in product type, assortment, and count, we leveraged prominent product photography, clear communication hierarchy, and intentional color blocking to establish differentiation on shelf. The (subtly) enhanced brand logo remained a prominent feature at the top of each package as the integration of different diamond shapes resulted in a visual representation of the brand name. The shapes also created segmentation, ensuring clarity and readability in the design.

Rollout & Extensions

From Daily Cutlery & All Occasion Cutlery to Straws & Mini Cups, we applied the new DIAMOND® design to 21 different products. The rollout required acute attention to detail in ensuring the graphics were maintained and accurately adapted, no matter the size or shape of the packaging. Intentionally crafting a design that was adaptable for different products yet consistent for the brand resulted in a cohesive lineup that shines bright on shelf and creates a strong brand presence.

We also created a space for callouts on the front of the packaging to better educate consumers about the products, as well as icons on the side panels that speak to the different usage occasions.

Marketing Materials

Once the redesign was complete, we extended the new graphics and assets to a product brochure and sell sheets. These mediums provided opportunities to reinforce the brand’s refreshed aesthetic while also expanding the communications regarding product features, benefits, and usages.

SALES BROCHURE
FLYERS / SELL SHEETS

Social Media and Digital Marketing

Once the redesign was complete, it was important to support the rollout with an awareness campaign so that people would recognize the brand at shelf and online. We created social media videos and Amazon content to support the redesign initiative and connect with consumers on a lifestyle level. The social media videos showcase various usage occasions from everyday to holiday, and the messaging reinforces the brand’s purpose of “Helping Make Cleanup Easier.”