VALT

VALT, a visionary lab-grown diamond brand, seeks to redefine ready-to-wear luxury for the conscious consumer. Complementing its sister brand, The Better Diamond—a bespoke jewellery company known for its thoughtfully crafted, lab-grown diamond pieces—VALT sets its sights on a broader audience. We developed a distinctive yet interconnected brand identity to reflect this vision.

Not found, but kept
We started by understanding VALT's target audience: millennials ready to incorporate diamond jewellery into their wardrobes. This group is educated, informed, values sustainability and can afford quality, eco-conscious pieces. From this, the concept of a “vault” emerged, becoming central to VALT’s identity and shaping its naming and overall strategy. 

A vault is a place of security, a home for precious treasures. For the brand, it represents not only a safe place for its unique products but also a commitment to offering luxury consumers a better choice—one that can be worn every day and preserved for generations after.

This translated into a deliberate strategic shift, adapting The Better Diamond’s core values and story, while dialling up the level of rebellion in visuals and tone. VALT raises awareness about sustainability by challenging consumers to act boldly, rather than merely inspiring with its mission. This slant towards defiance led us to the brand narrative: Not found, but kept. VALT’s innovation is bold and forward, inviting consumers to drive change alongside the brand.

Challenging ethical and visual norms
VALT’s visual language mirrors its candid and unconventional voice, playfully positioned at the intersection of technology and rebellion. The brand mark evokes veneration and modernity, resembling a vault lock—a place for treasured keepsakes. 

The image treatment continues this sense of rebellion through grainy textures that echo the high-pressure conditions under which lab-grown diamonds are created. This almost visualises carbon atoms depositing onto the subjects, subverting the typical imagery of traditional diamond brands. We also borrowed the blocky and angular shapes from physical vaults to create a cohesive structure for information architecture, packaging, and other brand applications.