Diamond & Key: Visual Identity and Packaging
Can the worlds of fine wine and professional basketball and baseball be elegantly merged?
The wine world doesn’t suffer from a shortage of celebrity-backed brands. Diamond & Key, by longtime friends Klay Thompson (pro-basketball), Nolen Aranedo (pro-baseball), and Joe-Harden (winemaker and former pro-basketball player), distinguishes itself through a shared commitment to the excellence (and focus on process) that has propelled their respective careers. In other words, Diamond & Key is a serious wine, not a celebrity brand extension. To reinforce this positioning, the label and visual identity include classic Napa Valley label elements (elegant script, generous white space, use of foil, etc.), centered by a distinctive modern logo that marries a basketball key and baseball diamond.