Two Times Elliott Creates Sculptural Branding for De Beers' 1888 Master Diamond Collection
A London studio called Two Times Elliott has created a unique branding and unboxing experience for De Beers' 1888 Master Diamond Collection. This project highlights the transformation from raw kimberlite stone to beautifully cut diamonds. The design contrasts dark charcoal boards with light sandstone blocks, enhanced by prismatic foil that reflects light. The branding connects the store's interior with printed materials, leading customers through a serene space focused on diamond grading’s 4Cs. The typography blends De Beers' classic serif logo with bold, spaced-out letters. The presentation box unfolds to reveal a hardbound book and real optical tools, featuring tactile debossing that mirrors geological fault lines. Each purchase includes a customized book. The entire project was showcased on Behance.
Key facts
- Two Times Elliott designed a sculptural branding system for De Beers' 1888 Master Diamond Collection.
- The branding traces the journey from rough kimberlite stone to cut diamond clarity.
- Visual elements include dark charcoal boards, pale sandstone blocks, and prismatic foil accents.
- The type system pairs the De Beers serif mark with sharp grotesque capitals.
- Silver foil stamping is used on dark slate covers.
- Technical notes detail carat weight, color, and clarity alongside black-and-white photos of early diamond cutters.
- The handmade presentation box opens in steps, revealing a hardbound book and real optical tools.
- Tactile blind debossing maps geological fault lines on heavy paper, matching cast bronze map plates.
- Clients receive a custom book marked with personal lines when purchasing a stone.
- The project was featured on Behance.
Entities
Institutions
- Two Times Elliott
- De Beers
- Behance
Locations
- London
- United Kingdom