An Ros stands for original, African handmade quality juwelry. Every piece has its own story to tell. AR creations are made from historic beads that are found along trade routes in Africa, originating form Venice, Bohemia, Holland etc. An Ros works with African artists and craftsmen on a fair trade basis, ensuring a better future for all parties involved.
A woman wearing a creation by An Ros is not wearing a jewel, but a story. Because a jewel made by An Ros is unique, with deep echoes from ancient Europe, contemporary Africa, true craftsmanship and fair trade.
We translated these tales of beauty and fairness into the new brand: 'AR - Honestly Attractive'.
But how to market historic jewels under the same umbrella as contemporary creations? C+H advised to launch two sub-brands: AR History (Honestly Charming) and AR Fun (Honestly Pretty). AR History is a collection of precious and authentic jewelry, made of antique materials from excavations and barter. AR Fun jewelry consists of both new and recycled materials, in endless combinations, bursting with originality.
Creating a new brand from scratch and developing it from A to Z is every communication professional's dream. After digging deep in the African sand, looking for the An Ros DNA, we came up with an organizing idea, a logo, a baseline and a designboard for all images and texts related to the brand. We followed up by building a new website, designing posters, business cards, show invitations and POS materials, while throwing Facebook campaigns in the game and photographing hundreds of unique jewelry objects to be used in actual and future projects. Not limited by what was rather a modest communication budget, An Ros was launched successfully as a full-blow brand.
Jan and Daniel are men with a big heart, truely and honestly committed to their clients and their projects.
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