Azar Gems: Pure Creations

Challenge

Founded almost 30 years ago, Azar Gems is a leader in diamond trade in Lebanon and the Middle East. As creators of modern jewelry, Azar is known for its fine precious stones and Belgian cut diamonds. The challenge was to breathe a new modern life into this brand by giving it a new and fresh look.

Idea

We chose a neat and modern approach to the new identity while preserving a classic feel to reflect the classiness and authenticity of the brand. As a representative of this brand, we chose a mature, middle aged, natural looking, yet daring and independent woman who believes that the looks and beauty of a woman are best reflected through the jewelry she wears.