Blue Diamond Refreshes Brand Identity and Enhances Online Engagement With Virtual Showroom
Background
Founded in 1958 as a cotton mill in Xing Tai City, Hebei province, China, Blue Diamond initially specialized in yarn-dyed check fabrics. In 1996, the company transitioned to denim production, focusing on manufacturing timeless denim fabrics. To better position itself in the Western market, Blue Diamond partnered with Los Angeles-based denim consultancy House of Gold. Together, they decided to undergo a brand makeover to align with the new market’s expectations.
Project Description
Blue Diamond aimed to refresh its brand identity while retaining core elements that reflected its heritage. INQOVA developed a comprehensive visual identity makeover, keeping the iconic diamond logomark and blue color, while introducing modern, vibrant design elements. We complemented the traditional blue with orange, a color commonly associated with denim, and incorporated a green-to-blue gradient inspired by the denim dyeing process.
Additionally, we designed a new website featuring a virtual showroom, enhancing customer engagement and positioning Blue Diamond as a forward-thinking, globally adaptable brand. The updated identity effectively prepared Blue Diamond for entry into the Western market while staying true to its roots.
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