Diamonds without Mining
Diamonds are the perfect symbol for the human quest for history: nearly indestructible, of highest clarity and – naturally – compressed over billions of years.
Lab Grown Diamonds are the same, except they didn’t come about through long-term geological processes. LGD have earned the right to be called “Diamonds” in a landmark FTC ruling (Federal Trade Commission) in 2018, they are chemically identical to natural diamonds and don’t require mining with all its negative social and ecological side-effects.
The high-tech process necessary to create LGD, either using a high-pressure and temperature multi-material anvil or via a gaseous plasma, is very complex and time consuming but compared with natural diamonds the cost can be reduced to nearly 60%. This in turn means that you can get a substantially larger real diamond for the same money.
While LGD are a well-established and popular gift in the USA, they are relatively new to Chinese consumers.
JungleFish helped René to create a convincing brand and communication strategy. We researched currently used message concepts and interviewed potential customers to find out what messages would work more likely than others. This influenced the whole design language as well and with the toolset of insights and design available we proceeded to create a new market-entry brochure. A basic brand book allows Réne’s marketing team to communicate verbally and visually with one voice.
We learned a lot in this project and can safely recommend anybody to take Lab Grown Diamonds into consideration. It’s the more rational and eco-friendly choice.