AZURR
When AZURR set out to launch their brand, they faced a challenge: How could they stand out in the growing yet competitive lab-grown diamond market? Traditional jewelers had a strong foothold, and consumer awareness of lab-grown diamonds was still developing. AZURR needed a compelling brand identity that would not only differentiate them but also establish trust, exclusivity, and emotional connection with their target audience. They approached me to create a brand strategy, visual identity, and storytelling framework to bring that vision to life. Without these foundational elements, their marketing efforts risked being fragmented and ineffective.
Overview
Role :
Brand Consultant
Timeline :
2 months
Tools :
Google Trends, Statista, Google Fonts, Canva Pro.
Location :
Indonesia
TL;DR
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Read the details process below
Overview
Lab-Grown Diamonds
Indonesia’s Jewelry Market
AZURR's Brand Positioning
Before shaping AZURR’s brand identity, I started with market research—understanding the growing demand for lab-grown diamonds in Indonesia and across the globe, analysing industry leaders, and identifying market gaps. I studied competitors, explored customer preferences, and mapped out a strategy that would position AZURR as a refined yet accessible choice for milestone jewelry.
What Are Lab-Grown Diamonds?
Lab-grown diamonds, also known as synthetic diamonds, are created through controlled technological processes that replicate the natural formation of diamonds. These diamonds possess the same chemical and physical properties as natural diamonds. Advancements in production methods, such as High Pressure High Temperature (HPHT) and Chemical Vapor Deposition (CVD), have made lab-grown diamonds more accessible and affordable. As of 2023, they account for approximately 17% of the overall diamond market. Consumers who prefer lab-grown diamonds often value their sustainability, ethical production methods, and cost-effectiveness compared to natural mined diamonds.
How Does Indonesia’s Jewelry Market View Lab-Grown Diamonds?
In Indonesia, the jewelry market is deeply rooted in cultural traditions, with gold jewelry being particularly significant. The typical customers are often individuals purchasing for weddings, special occasions, or as a form of investment. While lab-grown diamonds are gaining global traction, their presence in the Indonesian market remains limited. Potential consumers for lab-grown diamonds in Indonesia may include younger, environmentally conscious individuals and those seeking more affordable alternatives to natural diamonds. However, widespread acceptance may be hindered by traditional preferences and a lack of awareness about lab-grown options.
How Should AZURR Position Itself in the Market?
Azurr enters the market at a pivotal time when global awareness of ethical sourcing and sustainability in luxury goods is at an all-time high. As lab-grown diamonds gain traction worldwide, there is a growing opportunity to educate and shift consumer perception in Indonesia, where traditional jewelry preferences dominate. To succeed, Azurr should position itself as a modern, ethical, and aspirational brand—one that offers luxury with a conscience, appealing to young, forward-thinking consumers who value both elegance and sustainability. By emphasizing affordability, transparency, and high-quality craftsmanship, Azurr can carve a niche as the pioneering brand for lab-grown diamonds in Indonesia.
Overview
Designing the Logo
Choosing the Typeface
The Colour Palette
Designing the Logo: A Symbol of Precision & Romance
The AZURR logo needed to encapsulate the essence of its brand—luxury, timelessness, and the emotions tied to significant life moments. I incorporated symbols of arrows and hearts within a diamond's facets, representing precision, love, and aspiration. This subtle yet meaningful design gave AZURR a visual identity that felt both elegant and personal.
Choosing the Typeface: A Blend of Classic & Contemporary
Typography plays a crucial role in how a brand communicates. For AZURR, I selected a mix of sans-serif and serif fonts to achieve a balance of modern sophistication and timeless elegance. This choice ensured the brand felt premium yet inviting—perfect for a jewelry brand that speaks to both tradition and innovation.
The Color Palette: Opulence & Exclusivity
Color psychology is essential in branding, especially in luxury markets. I curated a palette of deep blue and silver, evoking richness, trust, and exclusivity. The deep blue symbolizes depth, elegance, and tradition, while silver adds a touch of modernity and refinement—an ideal combination for a brand centered on celebrating milestones.
03 Brand Persona
Overview
Buyer Persona
Tone of Voice
Buyer Persona
AZURR's buyer persona consists of three key customer segments: men preparing for engagement or marriage, women who are already married and looking to expand their jewelry collection, and couples searching for wedding bands or meaningful gifts.
The first segment includes men aged 25-40, typically corporate managers or business owners with a monthly income ranging from $15,000 to $30,000. These individuals are practical, simple, and open-minded, prioritizing job security and family. Their shopping behavior is focused on necessity, with a preference for quality over branding. They seek jewelry primarily for engagement rings, wedding bands, or other wedding-related accessories.
The second segment is women aged 25-55, with varying educational backgrounds, including high school diplomas and bachelor's degrees. They are corporate professionals, business owners, or stay-at-home wives, with incomes ranging from $0 to $20,000 per month. These women enjoy shopping and gifting, have a keen sense of style, and value beauty, trends, and self-care. Their shopping habits include both branded and non-branded jewelry, as they seek to upgrade or add to their collections after being introduced to jewelry through their wedding.
The third segment focuses on couples aged 25-55 who are soon to be married or already married. They come from similar educational and occupational backgrounds as the other segments and have a combined income of $15,000 to $55,000 per month. These couples appreciate celebrating milestones and enjoy gifting as an expression of love. They shop for couple wedding bands or meaningful gifts for special occasions like anniversaries, with a mix of interest in both branded and non-branded jewelry.
Tone of Voice
The proposed tone of voice for AZURR is designed to reflect the brand’s premium and luxurious nature, striking a balance between seriousness and enthusiasm. It leans towards a semi-formal style, ensuring it maintains respect and professionalism while still being approachable. This tone communicates trustworthiness and exclusivity, making customers feel valued and important. At the same time, there is an underlying enthusiasm that celebrates life’s milestones and the precious moments AZURR aims to commemorate. It’s a voice that conveys both luxury and warmth, inviting customers to indulge in the brand's exquisite offerings with a sense of pride and excitement.
04 Brand Identity
Overview
Vision, Mission & Values
Brand Story
Brand Slogan
Defining the Brand’s Core: Vision, Mission & Values
Brand vision, mission, and values serve as the foundation of a company's identity, guiding its long-term direction, daily operations, and customer interactions. Vision defines the ultimate goal a brand strives to achieve, inspiring both employees and customers. Mission outlines how the brand plans to achieve its vision, detailing its purpose and approach. Values establish the core principles and beliefs that shape company culture and decision-making.
Having a clear vision, mission, and values helps build brand consistency, trust, and differentiation, ensuring a strong connection with the target audience while guiding internal teams toward a shared purpose. Without them, a brand may struggle with direction, credibility, and long-term growth.
Crafting the Brand Story
A brand story is more than just a marketing message—it’s the emotional and narrative backbone that connects a brand with its audience. It explains the why behind the brand, weaving together its origins, mission, values, and purpose into a compelling story that resonates with customers.
Ultimately, a compelling brand story turns a business into a brand, fostering deeper trust and engagement with its audience.
Brand Slogan
Through AZURR's brand vision, mission, and values, we developed the slogan "Diamonds for every milestone." A slogan is an essential element of a brand’s identity as it encapsulates the essence of what the brand stands for, creating a memorable and emotional connection with its audience. This short and impactful phrase reflects AZURR’s commitment to offering luxurious and timeless pieces that celebrate life’s most significant moments. The slogan perfectly aligns with AZURR's ethos, as it emphasizes the brand’s dedication to providing customers with diamonds that mark every achievement and milestone in their journey, making each moment even more special.
