2. Brand Values
Van Cleef & Arpels.
A fantastic story teller.
It tells magic stories of dreams, especially for ladies.
Listening to its stories,
You cannot help falling into
Poetic sensibility for nature, life, love
or any other beauties.
Van Cleef & Arpels.
You can say it is about jewelry, bridal, watches, and fragrances.
But it is also about
Uniqueness,
Craftsmanship,
Creativity with Heritage,
And simplicity with Sophistication.
Associations with historical events & icons enhance VCA’s value of heritage
Unique craftsmanship & boutique store experience endows VCA simplicity
with elegance.
3. Brand Personality
Van Cleef & Arpels is a French lady.
She is brisk and fresh.
Elegant and quiet.
She shows off her beauty in the most decent manner.
She is also determined and bold.
She is a pioneer of creating beauty.
She is a nature lover,
And she is good at blending all her new discoveries in her artworks.
She is young and romantic.
She is always filled with emotions and passions.
She is desiring for a perfect wedding.
She is optimistic for all surprises and opportunities in her life journey.
There is a princess living in her heart.
There are princesses living in all Van Cleef & Arpels lovers’ hearts.
4. Website, Facebook,Instagram…
Poetic tone, Elegant wording, Consistency…
Van Cleef & Arpelsdelicatelyselects words to strengthen
its noblenessand heritage.
Verbal Style
French slogan recalls VCA’s origin and enhances brand luxurious
positioning. Flowers of speech and delicately selected adjectives make
sentences close to poems, which raise brand awareness of nobleness.
5. Visual Style
Pink, mint green, light blue…
Ethereal colorsprovide refreshing visual experience
Rhombuswith letters in blackand white
SimpleFrench-stylelogo matchesbrands’ philosophyof simplicity
Blossoms,leaves, clouds,animals…
Natural images delivervisual message of poetic purity and inspiration
Young, clean, elegant
Promotional modelsare selected to raise consumer expectations
