Riente Diamonds - an accessible fairytale
Establishing a brand standards guide and environmental brand design for a more accessible line of 74-faceted diamonds.
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Problem Statement
Riente is positioned as a new mid-premium jewelry offering at a more accessible price-point than its competitors. Marketing the lush fairytale within a jewelry store with environmental design elements that are simple to use, will offer an immersive brand experience to consumers, as well as a unique offering for jewelers in the know.
Stuller Inc. is one of the world’s leading jewelry manufacturing businesses, interacting with consumers in web, print, and event capacities. As a supplier to many independent and large jewelers, Stuller’s raw materials and finished jewelry are staples in jewelry stores across the U.S. and the world.
Riente diamonds’ 74 facets make them particularly brilliant, allowing for competition with more expensive jewelry at a more accessible price-point. At this stage and for purposes of this design content, the brand functions as a new B2B and B2C segmented offering that will give jewelers a new branded product line to sell, along with marketing materials, as well as giving consumers an exciting jewelry store experience and more options for buying.
The “Why”
Environmental Design
Environmental Design
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To convey the feel of the collection in a B2C environment, I’ve incorporated the lush foliage imagery, subtle patterning, prominent logo, and of course the diamonds at the height of the visual hierarchy. The display frame is of natural wood and sleek steel construction. The framing creates dimension to further pull in the viewer, but its neutrality also stands back from the deep and lush visual language used in the accompanying banners. The clamp system allows for the banner imagery to be changed easily, since this is not a typical sort of display for jewelers, making it easier to incorporate the brand environment and use in-shop. The result is an environmental solution which works simply for jewelers and communicates a new brand by immersing the consumer.
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Since Riente Diamonds is part of the larger Stuller brands umbrella, the products will be shown as the company goes to trade shows; this booth I designed ensures that the brand stays consistent when showing and testing product in a live setting. It’s built in a small enough footprint to accompany the larger Stuller booth system, but it also stands as a departure from the current brand offerings.
The tradeshow booth would be the first B2B manufacturer to jeweler interaction with the brand. Since this is a vital point of communication, my design process had to consider the specific needs of jewelers who are looking for new product. This meant considering breathing room for jewelers to walk up and into the environment, space for displaying the collection that places Stuller as presenting a store of finished jewelry pieces to jewelers. Facilitating the situation of a jeweler experiencing a store interaction from the opposite site of the counter would allow Stuller to walk jewelers through the brand experience in a similar way that this brand would work in their own stores.
This environmental tradeshow booth design features a scrim wall with romantic foliage, the logo mark, and patterning, shown in soft light. Also featured are an open glass case with branding inside, surrounding the product, as well as fold-out signage with a large Riente ad. The booth environment design is simple with basic lines framing the natural elements, creating a timeless yet current, romantic atmosphere.
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These web banners are reflective of the types of work I typically did as a web design intern at Stuller Inc. These three kinds of web banners are compliant with the sizes used on the Stuller website. For these in particular, I was careful to keep the Riente diamonds at the forefront, to surround them with lush foliage, keep consistent patterning and coloring, and really bring to life the romance in the fairy tale aspect of the brand. These adhere to Riente standards and fit into the architecture of the Stuller site for B2B and B2C delivery.
Brand Guide
Brand Guide
This brand guide is informed by creative sessions with the marketing design team. Click through to flip through the guide.
Toolbox
I contributed to creative sessions with the Marketing design team to establish creative direction. Design ideation and iteration was done digitally in Adobe programs for environmental elements and the final guide. I found inspiration on Pinterest and in other brands’ guidelines; and I used imagery from Unsplash. I used Yumpu to host the flipbook.
Links
Explore the brand standards guide in-browser, no account logins or external programs needed:
-Riente Diamonds brand guide flipbook
