The rebranding task was to build a recognizable living brand, gain the trust of the audience and convey that Alrosa is a leader not only in diamond mining, but also in the production and sale of jewelry. We took the logo and started looking for proportions within it: we drew the letters, changed the serifs and width so that it seemed bold, neat and not so classic. The font has evolved and become feminine and minimalistic. The idea of spreading reflects the furnace, which embraces something, and the logo on the edges seems to hold the diamond in the center. Special attention was paid to the packaging, which has a unique texture and unusual shape.