DX Diamonds: When love met logic.

The challenge

The diamond industry is full of  jargon, inflated markups, and outdated ideas of romance. But modern couples don’t want any of that. They want clarity. Customisation. Something that actually feels like them.

DX Diamonds came to us to reimagine what a diamond brand could look like for the next generation of rational romantics, people who love deeply, but think practically.

The rebrand

We helped DX Diamonds make sense of the nonsense with a full rebrand, all the way from strategy to voice, visual identity, packaging, social strategy, and campaign.

The brand tagline, ‘When love met logic’, captures the freshness and confidence that modern love deserves. Its tone is clear, brilliant, cutting and colourful, with just the right amount of pop culture and real-life relatability.

Visually, we created a world that balances reason and romance, gemstone-inspired hues for emotion, black and white for restraint. Purposeful, elegant, and always letting the jewellery shine.

To launch, we developed ‘You do you. We’ll do diamonds.’ A campaign that celebrates love in all its weird, wonderful, very real forms.

Because while other brands romanticise perfection, DX Diamonds romanticises the real.