Parfuma
Identity is not about looks
For Parfuma we built an extensive communication system on a solid brand identity and a clear tone of voice. It keeps promotional communication coherent and the in-store communication in Antwerp and Wijnegem easy to follow. The refurbished Beauty Center lets visitors enjoy the luxury of feeling fabulous.
The story behind the work
What was the challenge?
Parfuma welcomes clients with a personal approach. They offer tailor-made advice on exclusive fragrances and beauty products or treatments. The idea behind it is simple: if people feel fabulous, they look fabulous. Parfuma has shops in Antwerp and Wijnegem, and the communication had to reflect that approach. Promotional communication also had to stay coherent in every application, so the brand would come across as strong, with a luxurious and exclusive offer. We dig deep to bring out the genuine beauty of a brand.
What choices did we make?
We started from a solid brand identity and a clear tone of voice. The extensive communication system grew out of these two. It gives Parfuma one coherent way to manage its promotional communication. We kept everything consistent in all applications. That consistency positions Parfuma as a strong brand with a luxurious and exclusive offer. The tone of voice shows in lines such as "Signs of ageing? Follow the signs." For us, identity is not about looks. It comes from the genuine beauty of the brand.
What did we create?
We set up an extensive communication system for Parfuma, developed from the brand identity and tone of voice. The in-store communication in the Antwerp and Wijnegem shops guides customers to their favourite fragrance. It also lets them discover new top-shelf lotions. In the totally refurbished Beauty Center, visitors can now truly enjoy the luxury of feeling fabulous. Signage there follows the same tone of voice, with lines like "Signs of ageing? Follow the signs."