Lab-Grown Diamond Brand Launch

End-to-end brand creation for a lab-grown diamond company. From logo and visual identity to showroom design, product photography, and marketing strategy — managed through launch and beyond.

Project Role:

Art Director

Graphic Designer

Store Designer

Photographer

Videographer

Project brief.

Goal and Objectives

Create a luxury diamond brand that bridges tradition and modernity. The brand needed to feel established enough for traditional consumers, yet contemporary enough to appeal to 30-50 year old women seeking fashion-forward jewelry. Premium positioning was essential for high-end products, while the brand subtly communicated the advantages of lab-grown diamonds — same quality, more accessible, ethically sourced.

Challenge

Every project has its own keystone.

The keystone was finding the right name. The brand needed to match the visual quality of well-known jewelry brands without appearing derivative or following traditional luxury design language. ALOD — beginning with 'A,' the first letter and one of the most beautiful letterforms — carried inherent elegance and meaning. That philosophical foundation came before any visual work. With the name established, the entire brand identity could develop authentically, matching luxury standards while maintaining its own distinct character.

Scope

Art direction 01
Branding strategy 02
Showroom 03
Marketing 04
Photography 05
Videography 06

Deliverables

Identity system 01
Brand name 02
Logo design 03
Package design 04
Showcase design 05
SNS content 06
Brand book 07

Identity

Concept / Story / Naming / Logo

ALOD stands for 'All Light in One Dot.' Diamonds are small objects, yet their value far exceeds their size. A diamond's beauty comes from how it reflects light — the brilliance and sparkle determine its worth. Light enters the small stone, and the beautiful reflections inside make it incredibly valuable. The 'dot' also symbolizes a point in a journey, meaning ALOD represents the beginning of your love and journey together. But a dot can also mark the end — the destination. Just as diamonds are both the beginning and the ultimate end of all precious stones, ALOD embodies the complete journey of your love story.

ALOD represents the new generation of diamonds: lab-grown. The slogan 'Brilliance is grown in the lab' captures this identity perfectly — premium quality created through innovation.

Logo preparation

Concept / Story / Naming / Logo

Diamond identity is expressed through the serif portions of the logotype.

Brand symbol

The brand symbol integrates all four letters — A, L, O, D — into a unified mark. At first glance, the A and O are visible, but closer inspection reveals the L and D reflected within the structure. A small diamond shape emerges in the negative space where the O and A intersect at the top, subtly reinforcing the brand's essence.

Brand experience

Concept / Story / Naming / Logo

Progress

Alod Packaging

Alod Brandbook

Showroom

Preparation / Showcase / Store

Jewelry showcase design

Concept / Story / Naming / Logo

Digital experience

E-commerce site / SNS contents / Marketing

Photo / Video

Model / Products / Cover

The most important part of this project was achieving perfect image quality that represents the brand's voice.

Yes, I handled the photography and videography too. Image retouching, video color grading — basically everything visual. I made sure each element met the quality standards and matched the brand's premium feel.