DTAS
“The marketing activity we have undertaken with Rare has helped us achieve both year on year sales growth and increased brand recognition" - Scott Devonshire, DTAS
The Client
Leading Sheffield based supplier of professional diamond cutting tools.
The Problem
DTAS 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 DTAS 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 Duro range of cutting tools to help position DTAS in a very crowed marketplace dominated by well established brands. We produced a complete range of Duro marketing materials including packaging, point of sale displays and literature. We also developed a multi-language website for DTAS - www.dtas-diamonds.com, containing details of the full range of diamond cutting tools.
The Creative
The primary objective was to help DTAS stand out from the crowd by developing a distinctive look and feel for the Duro 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 DTAS 'D' on both product branding and packaging, which gave the Duro range a distinctive and highly recognisable look, compared to competitor products. It was important to ensure that the Duro 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.
