In the 1990s, Guillaume Carré and Franck Basset embarked on a visionary journey to redefine the identity of the iconic jewelry house VAN CLEEF & ARPELS.
THE FOUNDING MYTH OF
CARRÉ BASSET AGENCY
OUR MISSIONS
BRAND TERRITORY ｜ BRAND STRATEGY｜ BRANDING｜ VISUAL IDENTITY｜RETAIL｜CONTENT PRODUCTION
DISCOVERING HIDDEN
TREASURES
While exploring the archives of VAN CLEEF & ARPELS, we uncovered hidden treasures, including the iconic hallmark that symbolizes the love story between Alfred Van Cleef and Esther Arpels. Staying true to our commitment to creative freedom, we allowed these historical elements to inspire modern interpretations, free from the constraints of strict guidelines.
© Van Cleef & Arpels
© Van Cleef & Arpels
REDEFINING TIMELESS
ELEGANCE
Franck Basset and Guillaume Carré reimagined the brand’s logo, infusing it with roundness and lightness, giving the letters a joyful and welcoming appearance. The new visual identity, adorned with a delicate almond green color palette, became the global emblem of VAN CLEEF & ARPELS, resonating today across social media and communication campaigns. Our collaboration extended beyond visual identity; we created shooting catalogs, enhanced window display merchandising, and worked with INTERPARFUMS to harmonize the branding of the perfumes. Each project was an opportunity to reinforce brand coherence while respecting its poetic and timeless dna.
© Van Cleef & Arpels
A LONG-LASTING LEGACY
Today, the identity we shaped over two decades ago continues to shine for VAN CLEEF & ARPELS on a global scale. This enduring success is a testament to our passion, innovation, and respect for heritage.
