Diamant strategy

New strategy and design for Diamant, by Qindle & PROUDdesign – 2017

After winning the pitch end of last year, Vandemoortle and the two aforementioned agencies collaborated on Dutch favorite frying oil brand.

Together with the Diamant team and PROUDdesign, and using Qindle’s Ignite your Brand® process, we created a brand positioning, assortment strategy and NPD portfolio.

The current decline of the product category, new buyer groups and changing food habits have been translated into concrete opportunities for the brand to stay relevant within the existing target group. The challenge was to create relevance among the new ‘culinary’ deep fryers.

The positioning and strategy have been coordinated with Diamant, Proud and advertising agency Fitzroy, as a starting point for the brand’s identity, packaging and communication.

Through the new positioning, PROUDdesign elaborated the brand’s identity. The typical yellow pack and blue cap have been preserved as brand assets. The famous red-white-blue logo has been revisited and now feels more friendly, natural and authentic.

By placing new, modern and spontaneous food photography under the updated logo, the brand and deep-frying world immediately look tasty. The organic and colored shapes, together with the naming and typography, create enough area for a clear distinction between products within the assortment. It looks yummy!

 

– Note for editors:

Vandemoortele is a leading European food company that produces and sells high-quality food products. Vandemoortele focuses on two categories: bakery products & margarine, culinary oils & fats. In the Netherlands, Vandemoortele is best known with its brands Diamant, Reddy and Gouda’s Glorie.

Between packaging design agency PROUDdesign and innovation & design agency Qindle, the two are a real blend of design and brand expertise.