Problem Arberry needed a brand identity that could operate in more than one industry. They were launching luxury houses, but they also planned to grow into products, experiences and future verticals. The challenge was creating a system that could scale across categories without losing clarity or consistency.
Brand Strategy Arberry’s brand identity is made to be scalable, as the brand will grow its presence and influence. Arberry will launch sub-brands that will expand into products and experiences ranging from fashion to luxury experiences and more. However, the one thing that will remain the same is the exclusivity of the brand. The products will be limited edition and available exclusively to its members. Each Arberry member will receive a physical or digital membership passport, which allows them to access Arberry’s products and experiences throughout the world, and they can only access them if they have the membership passport. The products can only be bought if one has the Arberry membership passport. Each product is a limited-edition collection line item, and every purchaser gets a stamp on their membership indicating that they are the owner of one of Arberry’s exclusive items.
Arberry's brand identity came together in harmony as we combined the visual identity of a luxury brand targeting ultra high net worth individuals. But luxury brand audiences care for more than just the visuals of the identity, and that is where our strategy came into play. We used psychological principles like scarcity, exclusivity, commitment and escalation, and social signalling in brand strategy that Arberry can use in their business to develop into the luxury brand they want to become.
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Anurag Attri
Founder & Creative Director
