![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/e7ba1ae6-ad4c-4d29-95d7-d70e54897e9a_rw_1920.png?h=4c49a4fbf3be393b49e497a336ea84b9)
Project date: 2020
About: Black Diamond is an upcoming Mexican leather–craft shop that will offer timeless products for a young market.
![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/7ce986d3-57ad-4518-a535-8f9cec0affaf_rw_1920.png?h=3fb6a055abf61c70932aff44ca98b29a)
Brief
Create the brand's visual identity and positioning. This included designing from the brand's logo and colours to the brand's personality and tone of voice.
![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/c70b9cbf-a222-4c31-8623-fffb42fa5045_rw_1200.png?h=171f1f778e9aa81f43b95bf4c2f245e3)
Brand identity
For the logo, I wanted to highlight the qualities of the brand's beautiful handcrafted work and pair them with a raw diamond, the most natural, authentic and beautiful state of a diamond.
The primary colour is black, as is implied in the brand’s name, but it is balanced with a colour palette that has the same natural and earthy look inspired by both leather and raw diamond.
![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/7af6dd81-eb3c-486c-ac04-e12ded832a06_rw_1920.png?h=e90a4123ac8bf48af6fae9da1f2e237e)
Furthermore, I was asked to develop a concept image for Black Diamond's packaging. Its catalogue of products ranges from shoes and bags to wallets and belts. I suggested these concepts for the labels, bags, and boxes.
![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/b712edfd-eee8-4a64-b292-6edb0456053c_rw_3840.jpg?h=2fdabbb6164da45795583b60af6f3676)
![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/fac99566-52e0-444f-8374-c8654568b5f4_rw_1920.png?h=72e577d257ad116592ef19abd51279e4)
![](https://cdn.myportfolio.com/80b6c4fe-a9bd-416d-a7c1-52f1e6c54a33/ba824533-c983-4b0d-8e87-7ce4d8c343d3_rw_1920.png?h=c90e68012d8756e0c1e1e2f23b94fd82)