Forevermark

Advertising & Packaging Design

Mining conglomerate De Beers was founded in 1888; until the beginning of the 21st century they controlled 85% of the global rough diamond distribution. More recently, the company was ruled a monopoly and forced to dismantle. In that process, Forevermark was founded to be the retail arm of the business.

With the right of first refusal to the finest freshly mined diamonds in the world, Forevermark decided to create a high-end offering. We were called in to launch The Forevermark Exceptional Diamond Collection: thirty unique diamonds per year, weighing from three to twenty-six carats.

Each Exceptional Diamond has a different story; we created an individualized “journey book” for each one, with customized text and photos documenting key milestones in the diamond’s history, with the carat weight foil stamped on the cover. To further elevate the brand and highlight the level of Forevermark’s respect and care, we designed bespoke multilevel packaging. Lifting the white exterior lid of the box reveals a custom black plaque with the carat weight of the stone inside. The set diamond ring sits above the plaque, with the journey book and certification cards beneath, along with a cast replica of the diamond in its uncut and unpolished original form.

An unexpected source gave rise to the ad campaign: Michelangelo’s series of unfinished Slaves. The human forms wrestle to free themselves from the blocks of stone that bind them as they emerge and struggle and take shape. Similarly, we partnered with world renowned still life photographer Raymond Meier to create images of polished stones emerging from the rough stones, showing the entire process from beginning to end in a single frame. The campaign appears in online advertising, press materials, on the website and in point of sale promotion and signage.