Diamond Trading Company - Rebrand
Branding
Packaging Design
Graphic Design
Project Overview
WarmRed Creative was appointed to create a refined, future-facing brand identity for De Beers’ Diamond Trading Company (DTC) - one of the most exclusive and trusted names in the world of uncut diamonds. Our task was to reposition DTC not only as a heritage leader in scale and supply, but also as a modern force for sustainability, responsibility and innovation within the global diamond industry. This wasn’t just a branding exercise - it was about reshaping how the brand was perceived by its elite group of clients, known as Sightholders. These select few receive privileged access to the world’s rarest rough diamonds, so every brand interaction had to communicate trust, quality and exclusivity. WarmRed started with insight. We visited DTC’s vaults in London and discovered a powerful metaphor: the transformative beauty of cutting a single rough diamond into two precision stones. This idea of duality became the foundation of the new identity. The logo features sharp, symmetrical cuts within the silhouette of an uncut stone - symbolising progress and hidden value. A premium gradient of deep blues and purples added richness and elegance. A supporting graphic device, ‘The Shining Light’, inspired by refracted brilliance, became a signature visual element. It was applied consistently across materials, always positioned to glow from the top-left - echoing natural daylight and reinforcing clarity. But this identity was never just about a logo. We created an immersive, tactile brand experience - from detailed brand guidelines and precision-printed brochures to an unforgettable black-lacquered presentation box. Inside: a custom-engraved loupe, etched glass panels, layered inserts and thoughtful content, all designed to connect with the world’s most discerning diamond professionals. Every detail reflected clarity, confidence, and craft. It’s what we do best at WarmRed Creative.Client
De BeersTags
graphic design
packaging
branding
brand identity
diamonds
luxury
jewellery
logo design
brochure design
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