Increased competition from international
brands entering the growing pasta sector was
eroding sales. Coats were asked to re-invent
the Diamond Brand and bring the packaging up
to date, to build a strong, reliable quality Kiwi brand
in a largely European brand dominated sector.

The architecture needed to be flexible across
a wide range of shapes, sizes and substrates
without losing any of its strong family equity.

A phased roll out of the new Diamond livery
transfers across from pasta bags to the other
pantry staples that the Diamond brand offers.
Flexibility was built into the overall architecture
so that different formats can be seamlessly revised
for a consistent family look.

Coats has been the brand guardian as the livery
has been rolled out on 6 further product offerings,
involving 25 other SKUs.

Wilson's ongoing business plan is for the Diamond
brand to move into new territory, bringing with it the
same Kiwi, down-to-earth family appeal.