DURO
“The marketing activity we have undertaken with Rare has helped us achieve both year on year sales growth and increased brand recognition" - Scott Devonshire, Commerce and Marketing Manager, DURO
The Client
Leading Sheffield based supplier of professional diamond cutting tools.
The Problem
DURO approached Rare to develop the existing corporate brand and create an identity for a new range of cutting tools in preparation for launching the products to market.
The Solution
Rare worked closely with the DURO Marketing Manager to modernise the corporate brand, by creating a cleaner more sophisticated logo, to be used across all materials. We also developed a distinctive look and feel for the range of cutting tools to help position DURO in a very crowed marketplace dominated by well established brands. We produced a complete range of marketing materials including packaging, point of sale displays and literature. We also developed a multi-language website for DURO - www.duro-diamonds.com, containing details of the full range of diamond cutting tools.
The Creative
The primary objective was to help DURO stand out from the crowd by developing a distinctive look and feel for the range. We noticed that all competitor branding and packaging looked similar which made it difficult for consumers to find the product that best suited their needs. We decided to utilise the DURO 'D' on both product branding and packaging, which gave the range a distinctive and highly recognisable look, compared to competitor products. It was important to ensure that the brand worked as both a standalone icon and as a key component of packaging, point of sale and literature. Packaging was also colour coded (according to blade type and application) to help consumers quickly find the product best suited to their needs.
The Results
The DURO range now consists of more than 30 different products all very well established in a fiercely competitive marketplace.
