aneta junkova, eva cao thi , louisa peine, sina marleen, dénes sasvári
BRANDBOOK 2015
You can blossom out in every age. with your AURARUM
brandbook index INTRODUCTION 4 6 8
AURARUM mission AURARUM positioning Differentiation & value proposition
BRAND GUIDELINES 12 14 16 18
brand name logo & tagline colours & typeface do‘s & don‘t‘s
20 BRAND TOUCHPOINTS 20 website 22 packaging 24 citylights & flyers 26
FINAL MESSAGE
We care.
We are a premium cosmetic brand that combines make up benefits with balancing moisture management to enhance your beauty and nurse your skin. But that’s not all. We are honest. We sincerely believe in a beauty from within.
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For her.
Aurarum cosmetics belongs to a woman, who is a loving wife, with inner strength and doesn‘t fear to dream. She is charming and leads a viral lifestyle. With her kind personality she spreads lightness of being.
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For earth. We care about the earth. We use natural materials and ingredients, sustainable practices and re-usable packaging.
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BRAND GUIDELINES by AURARUM
Aurarum Our brand name has its origin in a latin word „Aura“, meaning an invisible emanation or intangible quality that seems to surround a person. It is something charming what makes a person unforgettably glaring and woman especially beautiful, just as our product which is the secret of her eternal natural beauty. However, our brand name shouldn‘t remain your secret just because of its pronunciation. We made it easy to pronounce, just like you read it - AURARUM.
[ɑʊrʌrʊm]
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Logo print & screen display Our logo is a very valuable part of our identity. We must treat it with respect. It has a light, crisp and classy personality. It prefers just black and white combination. Please use with care in all forms of communication, print and screen, including printed collateral, publications, advertising, billboard, posters, flyers and product packaging, websites, banners and presentatons. Our TAGLINE never separate ways with our logo. They are unsepearable. The tagline always belongs below our logo, it communicates our message
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Colours print & screen pallete #000000
R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 100
#AURARUM pattern no modifications
Simplifica print & screen typeface #FFFFFF
R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0
#CF6198
R: 244 G: 96 B: 156 C: 0 M: 75 Y: 3 K: 0
Our colours are much much mirroring our personality. Black and white combination tells how classy we are. Energetic pink represents are active side. And blossoming floral pattern is just as feminine as us. Keep it simple and let them talk.
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The name speaks for itself. Our font doesn’t need any special care, no strokes, no dropshadows, no bold or italic. It can grow or shrink into any sizes, but sizes 15, 18 and 34 are our favourite. It lives in the black and white world.
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If you don’t want to be rude to our logo, here are some tips from us how to behave, or not. 01/ Let it breathe Our logo enjoys its space. Don’t surround it with unnecessary elements. It is like a delicate flower, it needs delicate colors, it flourishes best on a white background. Or use a negative logo. 1 - approved
1 - banned
2 - banned
02/ It is picky It despises a change of scene. So stick with its colours and it will be happy! 03/ Don’t twist Please, handle with care, it gets extremely nautious. 2 - approved
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3 - banned
4 - banned
04/ It is already perfect. Don’t add any special effects (drop shadows, embossing etc.), please.
BRAND TOUCHPOINTS by AURARUM
Our WEBSITE is our main communication tool. We speak clearly what is on our mind, we are honest about what we do and what we strive to improve. While we are professionals, we care about the earth. We respect the world, yet our main mission is to provide the best skin care for women. Our PACKAGING is not only delicate with our brand colors and pattern, it was produced using sustainable materials and procedures The materials are recyclable, the bottle inside is re-usable and it fits right into women bags.
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CITYLIGHTS are our main attentiongrabber outdoor as they communicate our message: “You can blossom out in every age.” The design is simple and clear with a feminine touch.
FLYERS are our in-store ambasadors, describing our core values and product features to the customers, using the very “Aurarum” style of communication.
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We hope that we succeeded in picturing our brand to you and that you will share the “Aurarum� in a nice and respectable way. We kindly include all materials needed and you are more than welcome to ask for extra pieces. Any questions or comments, please address to our Brand Manager & Creative Director Aneta Junkova at junkova@aurarum.com.
thank you.
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Just like flowers, women are created to give beauty to the world. your AURARUM