A modern take on the classic
Van Cleef and Arpels

Position Statement

In a world of fast fashion, Van Cleef and Arpels is dedicated to creating high quality pieces that last a lifetime, we wish to stay true to our traditions and are committed to created timeless quality pieces for our customers.

Mantra

Personality

Traditional:
We continue with our traditions to maintain the true essence of Van Cleef and Arpels.

Quality:
We focus on the quality of our products.

Classic:
Our classic styles never fade

Iconic:
We are Iconic for our commitment to tradition and quality

Logo

Iconography

This floral pattern was used because it sticks to Van Cleefs timelessness & elegance with the floral pattern.

The Alhambra collection was inspired by the iconic clover shape from Van Cleef & Arpels.

This pattern was chosen because of the precious stones used in this collection.

The Perlee collection is bold with unlimited combinations to express personal style.

Iconography Standards

Color Palette

Gold
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Gold is known as the color of wealth and glamor. Van Cleef and Arpels' is a luxury jewelry brand therefore gold is used to represent high-end aspect appeal.

Blue
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Blue is often symbolized as trust, loyalty, and serenity. It is usually not seen as a feminine color, but it does bring a touch of diversity to the brand.

Pink
Pink is thought to be a calming color associated with love, kindness and femininity. Pink is a color that represents romance bringing love to Van Cleef and Arpels.

Brand Manifesto

It is nearly impossible to shatter a diamond for it is the strongest gemstone in the world. The diamond emulates the power of emotion and purity. It provides a sense of protection and immortality. The heart is one of the strongest organs inside of the human body. It is pure and raw. It’s the epicenter of all emotions and love. The heart is like a diamond; raw and pure, molded with patience and love.
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Born in the city of love, Van Cleef and Arpels dedicates themselves to creating pieces that emulate the feeling of love. Behind every gemstone there's an emotion. Behind every jewelry piece there’s a story. Give your heart to your loved ones. Let our jewelry tell your story.
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Love fully.
Love deeply.
Love always.
Van Cleef and Arpels

Applications

Remote Team

Olivia Perez-Fung- Creative Director
Dorothy Wann- Copywriter
Victoria Devine- Brand Designer

Tools

Figma
Illustrator
Indesign
After Effect
Behance

Duration

5 Months