Designed by Pearlfisher | Country: United Kingdom
“ANON was specifically created to challenge and stand out in a very tired and clichéd premium diamond jewellery market founded on the “diamonds are forever” sentiment.
Pearlfisher’s approach was to confront this sentiment and turn it on his head by focusing on the person, moment or occasion rather than on the diamond. ANON references unknown authors of love, poetry and folktales its understated and ambiguous nature allows the brand to take a step back, putting the consumer in the spotlight. This is reflected in the new strapline: ‘every story has a diamond’.
The ANON identity is a simple triangle, echoing an ‘A’ shape, and representing the facets of a perfect diamond/ perfect balance of life. Each of the two bespoke packaging boxes comes wrapped in an ‘origami’ style outer, which then reveals a box with a triangular shaped key inset into the lid. Removing this key and inserting it into the lock springs open the box to reveal the jewellery.”