Many of us grew up with Diamond’s trusted matches sitting next to the fireplace. When we were of age, we appreciated the dependable Diamond toothpick that speared the delicious garnishes in our favorite cocktails. Since 1881 the Diamond brand has been by our collective side innovating generation after generation. Those 140 + years of innovation added up to some visual incongruencies that, over time, dulled the brand’s luster and made it difficult to navigate. Our challenge was to create a navigable framework for a vast variety of offerings while celebrating the brand’s inherent shine.