DESCRIPTION
Objectives
As one of the largest FMCG manufacture and distribution company in Indonesia, it is time for Diamond to create an equal footing under one group brand. With one distinct corporate identity, they will also be able to do the right penetration to B2C market and strengthen their position as Indonesia’s notable FMCG Company.
Challenge
As a 40 year-old established brand, Diamond wants to remain relevant and sustainable in today’s market. What they have done previously may not be currently relevant, so Diamond must keep abreast of today’s market without leaving its brand identity. In the future, Diamond wants to be a respectful and wise brand that continuously innovates with its strong team, in order to be more competitive in the industry.
There are two different brand entities in one group, namely Diamond Cold Storage and Sukanda Djaya. If these two brands were more closely associated with each other, it could be a great strength for their brands. Although they are different types of businesses, manufacturing and distribution respectively, they can equip and strengthening their brand positioning in the market, given they were placed under one big umbrella called Diamond Group.
Solution
DMID helped Diamond create a common goal which is the brand vision that can be achieved for both Cold Storage and Sukanda Djaya, so in the end they no longer run alone, but as a one family called Diamond Group.
Furthermore, DMID also helped Diamond clarify their positioning to their direct B2B and B2C customers. This reflects how Diamond tries to bring wellness through good nutrition, which is channeled through their products, production, and distribution.
Accustomed to individual communication systems, DMID helps Diamond restructure the brand architecture, so that in the end Diamond can communicate their brand more optimally and precisely to its target. Furthermore, the brand architecture is created to communicate Diamond as a corporate brand and both Diamond Cold Storage and Sukanda Djaya are the fleets of Diamond.
As a newly founded group brand, Diamond Group needed several important elements to communicate in various media, therefore a new brand mark and visual system were created to help Diamond Group shows its personality.
Lifting people’s quality of life and making it more valuable are the key points of Diamond Group’s promise to their customers. To represent this, DM ID created a tagline “Delivering Joy” to capture the passion that Diamond has in delivering joyful products and services to each and every customer
