Brand Identity
ViXii
The brief
Entrepreneur Nivaan Goyal approached us with a challenge: build a brand for a new lab-grown diamond company targeting British Gen Z. This wasn’t just a naming or visual task. It was a rethink of how diamonds show up in culture.
The naming brief came with constraints: one word, beginning with V, E, or B. It had to feel strong, ownable, and built for the future. Beyond the name, the brand needed to carry across D2C and retail — with flagship launches planned in London, Manchester and Birmingham.
Deliverables: Brand Strategy & Positioning, Brand Identity (palette, fonts, logomark), soundbites & straplines, campaign concept.
The Challenge
Lab-grown diamonds are often seen as the “affordable” option, not the aspirational one. But Gen Z isn’t looking for hand-me-downs. They want self-expression. Their identity, their rules. We needed to reframe lab-grown diamonds as a conscious, individual-first choice. Something bold, not second-best. The goal was to make Vixii feel more like a lifestyle brand than a retailer. Something worth choosing first.
The Approach
We leaned into the ‘hero’ archetype, positioning Vixii as a brand for those who make their own mark. Every piece becomes a symbol of self-expression, not just a milestone. The name Vixii is rooted in elemental strength: 6 (carbon’s atomic number) plus 12 (its atomic mass). Visual cues blend natural textures with enduring forms. Solid Roman numerals, deep monochromes, and atom-inspired design details all speak to the power of individuality.
The Outcome
Our campaign, Humans of Vixii, explores individuality through the lens of self-made style. Each person represents a different kind of spark — a reminder that diamonds don’t need to follow tradition to carry meaning. They can be chosen for your reasons, worn your way, and woven into the story you’re actively shaping. Find Your Spark became the call to action — a red thread linking identity, intention, and adornment. These aren’t ordinary diamonds. They’re yours. A reflection of how you show up, not just what you’ve been given. Vixii launched D2C in early 2025, bringing a fresh voice to lab-grown jewellery. One that speaks directly to a generation choosing their own milestones, on their own terms.
