case study
Road Diamond
the rebel with a cause
It’s one thing to see a problem; it’s another to have the guts to do something about it. The Road Diamond case study reminds us of the key traits of bravery and conviction that embody the most memorable challenger brands that have impacted their industries.
It was a key reminder of some foundational brand-building principles:
Consistency is key to building trust.
Authenticity cannot be faked.
Branding can enhance the product experience.
The Client.
Road Diamond is a brand founded by South Africans with decades of collective experience in the local transport industry. Frustrated by the lack of available parts suited to local conditions, they sought to start a brand that balanced quality and value for money and put the SME transport business at the forefront of their product development.
BRAND CLARITY. (STRATEGY)
The Opportunity
The South African truck parts industry is a landscape of extreme opposites. High-quality, high-priced European brands target large customers looking for OEM parts, and cheap, low-quality parts target small businesses and not much in between. Road Diamonds’ strategy targeted the ‘forgotten middle’, looking for quality and affordability.
The Challenge
We needed to focus on positioning the brand with the right balance between being the upstart rebel compared to its higher-priced competitors and the wiser or smarter choice compared to the lower-quality alternatives.
Presence is the Key Priority
Even though the brand was new, this was no bootstrapped startup; decades of experience and planning had led to its creation. It was critical to the client to have the market experience and feel this from launch.
Challenger Brand Positioning
The brand needed to be equal parts the outlaw disrupting the status quo and the customer’s hero, saving them from costly or inferior-quality parts. The brand identity must be honest, brave, liberating, and disruptive. These traits, while compelling, presented a challenge of balance to get the right message and feeling across.
Truly Local
From the outset, it was clear how much this brand was about South Africa and the challenges faced by the local transport industry. Its product innovations came from customers’ ad hoc modifications to inferior parts and specific use-based adjustments to suit unique African road conditions.
Tagline to Promise
‘Quality Priced Right’, was conceptualised by the client from the outset, and it became the central pillar on which we collaborated in building the brand’s identity.
Brand Confidence.
Brand Positioning Strategy
We assisted the client in clearly defining how they wanted to show up in the market by defining their:
- Brand Positioning Statement.
- Brand Personality & Archetypes.
Brand Identity
We assisted the client in an extensive design of Road Diamonds’ visual and verbal brand identity, including:
Logo and icon design
‘South African made’ icon
Custom-designed pattern
Typographic application and rule setting
Messaging framework
Brand Building (Application):
We support the client in the application of their brand identity across all applications, but most notably:
- Product packaging across 150 SKUs.
- Website design.
- Product catalogue and brochures.
- WhatsApp promo templates and guidelines.
Brand Awareness (Launch)
We support Road Diamond in the management and implementation of branding and marketing various applications for their Automechanika launch, including:
Brand manifesto video.
Stand design and layout.
BRAND PEACE OF MIND. (RESULT)
Authentic messaging became a strong pillar of the brand’s personality, making it relatable to the target audience’s frustrations and need for a better product. We created a series of posters and branded collateral with bold, clear statements backed by tangible product features.
The diamond icon was incredibly successful in enhancing the product’s look and maximising its brand awareness potential. The wheel application is an excellent example of the icon turning a product application into a branding opportunity; it immediately turns a truck into a moving advert for the brand.
The brand launch at AutoMechanika was incredibly successful in positioning the brand as established and disruptive simultaneously. The visual identity pulled together a cohesive look and feel across various applications. Most evident in the integration of motion graphics (manifesto video) and product display, which gave the stand a greater presence than competitors with larger stands.
We built the in-store presence on a confident, transparent, rugged, and resilient brand identity. The black-and-white ‘presence’ speaks to the ‘no compromise’, predictable, and reliable brand—brave and determined, not afraid to stand up to overpriced products and underperforming competitors. It owns its space in the store.
The Lesson.
Road Diamond’s commitment to consistency in its branding mirrored its commitment to delivering value to its customers. The branding isn’t superficial; it’s authentic, as its product development has a deep integrity.
Ultimately, the key to the brand’s success is that the customer can believe what it says on the box.
IN THEIR WORDS:
“Kustodian is highly recommended for any company that values their biggest asset, ‘their Brand, ‘ and wants a team that is committed and experienced.”
~ Rynhardt Mostert – CEO JMR/Road Diamond