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OPEN Strategy And Design Builds A Jewellery Brand For HK Group

Ad Tribe! Bureau2 min read
A faceted gemstone and an open drafting compass, as halftone cutouts, for the brand OPEN Strategy and Design built for HK Group

OPEN Strategy and Design has built the brand for HK Group's new jewellery business, covering strategy, naming, visual identity and packaging, along with direction for the brand's presence across digital and physical retail.

  • Consultancy: OPEN Strategy and Design, an independent brand consultancy
  • Client: HK Group, a lab-grown diamond manufacturer
  • Scope: brand strategy, naming, visual identity, packaging, and retail direction
  • Positioning: lab-grown diamonds as a category in their own right rather than as substitutes

The Strategic Problem OPEN Strategy Was Given

Lab-grown diamonds have a positioning difficulty built into the name. Describing the product by how it is made invites the comparison the category least wants, and most of the market has been sold as a more affordable alternative to something else.

The brief here was to avoid that framing entirely. The brand is positioned on creative freedom, quality and choice, which are attributes of the product rather than of its origin, and the work shifts the argument from scarcity to possibility.

Why Naming Was Part Of The Scope

A consultancy being handed strategy, naming, identity and packaging together is worth noting, because those are often four separate briefs given to four suppliers and then reconciled badly.

For a brand whose entire proposition is a reframing, that integration is the point. A name that sounds like a value alternative would undo the strategy before the packaging was opened.

What Both Sides Said

Dravya Dholakia, chief executive of the jewellery business, said the intention was to create jewellery that feels relevant to modern consumers while still carrying craftsmanship, emotion and longevity, with the experience, design language and product aligned to how people wear and connect with jewellery today.

Asparsh Sinha, managing partner at OPEN Strategy and Design, described the result as a category-defining shift from compromise to possibility rather than simply a new brand. More industry news.

#open strategy design#brand identity#hk group#jewellery#lab grown diamonds
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