Pink Diamonds are the rarest stones on our planet, with only 0.1% of diamonds classified as pink. It is still a mystery how these ancient stones came to inherit their unique hue. Each year a secret tender is held, with only a select handful of ateliers and buyers invited to bid on these sought after stones.
Yet with all this exclusivity, mystery and magic that surround these stones, they have always been marketed as a commodity, largely due to the mentality of mining giant Rio Tinto.
Ateliers told us, if White Diamonds were love, Pink Diamonds were passion and desire. We embodied this idea in a personality, the Femme Fatale. A archetype that has existed throughout history. One that has had the allure to make empires rise and fall. Yet she is intelligent, sophisticated and savy. All women want to be her, all men desire her.
We built our brand around a unfolding story, one inspired by Noir films & novels. The classic era of the Femme Fatale.
The narrative is non-linear. As you are immersed in the middle of each scene, there is a mystery to what happened before and what happens next. The tone of voice adopts the role of a on-looker, narrating as the story unfolds, creating drama and intrigue at every turn.
The photography style was cinematic and heavily influenced by Film Noir. High contrast shadows and low-lit scenes are washed with a pink hue to reflect the colour of the diamonds. We engaged internationally renowned photographer Daniella Federici to create eight shots for each chapter of the brand story.
Lastly we created a bespoke typeface, one that was delicate and had a modulated stroke. This effectively mimics the glint of a diamond as the form disappears and reappears on the page. This both became the basis of our logo type, and served as a headline typeface for all our communications.
Created with Mike Rigby, Briton Smith, Diana Chirilas and Lex Courts at Interbrand Australia.