Zimmi shines with Allies branding

Allies has designed an identity and branding for start-up diamond retailer Zimmi, and is set to create interiors, a website, print material and packaging for the company.

The brand and identity launch this month, ahead of the retail launch. This is planned for later this year, when a suitable London location – probably close to Bond Street – has been found and the Tom McEwan-designed collection is complete.

Zimmi targets affluent women in their 30s and 40s, says co-founder Charlotte Coe, who names Jemima Khan as an example of ‘the ultimate client’.

Allies designer Anju Kathuria says the group was briefed to create an identity that communicated independence and quality.

‘We are targeting women who are able to buy things for themselves and know what it is they want,’ explains Kathuria.

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