Lightbox Brand Identity by Decade

Lightbox is a lab-grown diamond brand, founded in 2018. Although lab-grown diamonds have increasing market share, they struggle to define themselves and are often positioned as a less expensive diamond alternative, forcing them to compete on price.

How can we define lab-grown diamonds without denigrating natural diamonds for a customer who wears both? How can we spotlight the amazing innovations of lab-grown diamonds, and the wonder of making a diamond from scratch?

In our brand identity, lab-grown is something to be proud of. Lab-grown is treated as a secondary logo, at the same size as Lightbox. Lab-grown becomes a brand moment, not a product attribute.

Decade created a new brand identity, brand positioning, language, brand guidelines, and design templates. We executed two 360 campaigns across connected TV and digital, and designed a full suite of packaging, as well as a refreshed ecomm site.