Thus far, BRAND HERO clients have ranged from baby clothing accessories, to rubber mulch and home interiors, through to hospitals and medical services (and just about everything in-between). Each client has a unique brand identity and expression, and with Optimal Targeting’s tried-and-tested strategies, we are able to discover and explore the unique offerings of these brands, and deliver them to the right audiences.
FEATURED PROJECT: CHANTEUR DESIGNS
CHANTEUR DESIGNS IS ONE OF OUR MORE NOTABLE CLIENTS.
They are a high-end fashion jewelry brand for children. Their thrust is on combining luxury with safety, as illustrated by pastel colored and fun-shaped jewelry pieces with Swarovski and Zirconia elements that are also 100% lead, nickel, and cadmium free. In line with its emphasis on safe materials, all jewelry are tested and approved by Mutual Cornell, a Consumer Product Safety Commission (CPSC) accredited lab before being rolled out into the market.
With this unique premise, we decided to tackle the kind of expression and audience for this particular brand’s identity.
WHO IS CHANTEUR DESIGNS FOR?
Chanteur speaks to the parents of active but stylish children: ”We craft everyday luxuries for your child, as if they were one of our own.” Along with the special brand identity of luxury-meets-safety standards, Chanteur communicates with the parents of “aspiring fashionistas” aged 0 to the tween-teen set. The kind of brand communication uses a friendly tone to deliver the message across – that their children’s jewelry pieces are fun and sophisticated, but safe and affordable to wear at the same time.
The founders of Chanteur Designs are parents first, jewelers second
It started with a challenge – little girls love expressing themselves through fashion and accessories. But how can they wear jewelry that isn’t too “old” for them – design and material-wise?
The brand identity has to be delivered and expressed across all relevant platforms. Brand Hero of Optimal Targeting got on board to help Chanteur Designs identify the challenges of its brand, find a solution, and come up with desirable results.
We set out to explore the inspiration behind Chanteur Designs. The founders fondly called themselves “parents first, jewelers second.” They have daughters they are proud of, whose health and happiness they want to put above all else. The girls loved to play with fashion accessories because it made them feel pretty, but the available ones in the market were meant for older ladies, and the ones they can afford often contained harmful materials for young, delicate skin!
These young girls became their inspiration to come up with fashion jewelry accessories that they will consider status symbols because they look good and are made with high-end materials – but are still affordable. Thus the idea of coming up with pretty and safe-to-wear jewelry for all ages and style was born. This also became the message and brand connection that the company will eventually use.
AND SO WITH THE BRANDING STRATEGY FIRMLY IN PLACE, BRAND HERO WAS READY TO COMMUNICATE THE MESSAGE OF CHANTEUR DESIGNS ACROSS DIFFERENT PLATFORMS.
COMMUNICATING CHANTEUR DESIGN’S PERSONALITY TO ITS AUDIENCE
Out of the 12 classic brand archetypes, that of Chanteur Design is decidedly a cross between The Lover and The Creator. Their vision and products are born from and inspire love, while making dreams come true – the dream of lovingly crafting everyday luxuries for little fashionistas.
The owners of Chanteur Designs named their pegs for their own company: Chanel, Godiva, Apple, and Pandora Jewelry. All of these brand inspirations fall under either The Lover or The Creator archetypes, and all of them are identifiable for their creativity, luxury, and one-of-a-kind designs.
From there, it was easy enough to identify and deliver Chanteur Design’s personality and language to its clients – those who are seeking high-end but affordable jewelry designs for their precious little girls, expressed in a relatable and sentimental voice.
CONNECTING WITH THE TARGET MARKET
After months of doing research on jewelry, materials, and manufacturing practices, Chanteur Designs was finally established in 2012. The company first consigned and sold their wares at local shops – but they soon realized that the real audience can be reached by digital marketing.
An easy-to-shop website holds the key to integrating Chanteur Design’s unique message and cohesive branding, while showcasing their product designs and thoughtful manufacturing process. Along with the website comes connecting via social media campaigns and platforms – showing products and and services via social media sites and being used by influencers, and advertising to promote these products and services. Co-branding is also in the offing as a marketing strategy to promote related brands and vendors.
VISUALLY EXPRESSING THE CHANTEUR DESIGNS BRAND
We now move on to the fun part – visual identity! In keeping with the youthful and fun, yet luxurious spirit of its products and audience, Brand Hero helped pin down the colors that are most identifiable with Chanteur Designs. It wasn’t hard to settle on a pastel palette for both the website and all the other campaigns that go with it.
Taking further inspiration from the colorful stones Chanteur Designs utilizes for their jewelry pieces, we helped the client choose a pink that is soft and pretty as the primary color for their visual identity. The rest of the color scheme is completed by pastel blue and green as secondary hues, resulting in a beautiful and feminine rainbow-like gradient to show a range of styles. Then joined by a gracefully curving typography, Chanteur Designs eventually has an unmistakable logo for the perfect imagery.
FINDING CHANTEUR DESIGNS’ VOICE
Using a friendly but luxurious tone of voice to harmonize with the visual expression, Chanteur Designs is all about getting the message of “a range of styles with high-end design for all ages” across to clients. The company’s brand communication will use this message as a springboard for all its campaign content. Thus, the tagline “For Divas With Style” is born.
LIVING THE CHANTEUR DESIGNS BRAND
Finally, the practical applications are all set. Currently in development is the website, which is being updated to accommodate all the branding, functionality, strategies, and expressions researched for and discussed with the client. The objective is to maintain consistent branding throughout all campaigns, while promoting the brand through effective advertising.