Fragonard Perfumery; a company that grows its flowers to be used in the design and production of its
- mahtabkazemi
- Nov 29, 2020
- 3 min read
What Is Brand Identity?
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following—all to cultivate a certain image in consumers' minds
The Elements of Brand Identity
Brand identity helps a brand differentiate itself from others. It includes distinguishable brand elements that are used to promote the business. Even though the brand name, logo, and tagline are an important part of it, a brand’s identity isn’t limited to them. It includes all the visual and non-visual elements which give rise to the brand experience.
Choose its name
A brand name is a name decided by the brand strategist to identify the offering and differentiate it from others. Eugène Fuchs chose to name Fragonard after the famous Grasse-born painter, Jean-Honoré Fragonard (1732-1806), as a tribute to both the town of Grasse and to the refinement of 18th-century arts. Similarly, the choice of name expressed his desire to run his business in accordance with traditions.
Tell a story and make a picture of yourself
People are more interested in hearing stories. Try to tell a story to convey your message. In addition to being more engaging to the audience, this helps you build your connection in deeper layers. Of the thousands of ads, we see daily, some of them are subconsciously reviewed many times in our minds. Sometimes it lasts for months or even years. When you express your business identity in the form of a simple, short and engaging story, you should expect the same.
The story of Fragonard
It was shortly before the First World War that Eugène Fuchs, an entrepreneur at heart who had already been seduced by the magic of perfume, decided to set up his own perfumery based on the novel concept of selling perfumery products directly to the tourists who were beginning to discover the French Rivera’s charms. Parfumerie Fragonard was opened in 1926. Eugène Fuchs chose to name it after the famous Grasse-born painter, Jean-Honoré Fragonard (1732-1806), as a tribute to both the town of Grasse and to the refinement of 18th-century arts. Similarly, the choice of name expressed his desire to run his business in accordance with traditions. This spirit has been loyally perpetuated by the three succeeding generations who have run and are still running the company. At their instigation new production plants and sales outlets have opened in Grasse, Eze and also Paris. It was under the tenure of Jean-Francois Costa that the Parfumerie Fragonard went through a rapid expansion and modernization. As an avid art collector, during the 1970’s he amassed a large and unique collection of antique perfume related items that has both enriched the Fragonard and given the town of Grasse a new cultural dimension. Today, Jean-François Costa's daughters, Agnès and Françoise preside over the perfumery's destiny, and are as concerned as the preceding generations with continuing to build the company while adapting it to current market needs and desires.
Design its logo
In the Fragonard logo we see a yellow sun in the middle of the word * Fragonard *. The design of this sun is very similar to a flower! The shining sun is the symbol of the Cote d'Azur region, where the city of Grasse (the birthplace of Fragonard) is located. Because this area is famous for its pleasant weather and sunshine. And flowers (completely herbal and natural raw materials) are other characteristics of this factory.
Uses colors, shapes, and other visual elements in its products and promotions
Fragonard has been very successful in color and design. Because it uses an identity for each of its products. It is inspired by the ingredients used in each product to design the product packaging. This unique design for each product allows the customer to distinguish it from other products after using it.
Trains employees to interact with customers
Brand is your people. Brand is your people and the way they represent you. Having a good team starts with good hiring and continues with strong and consistent training and development. No matter how well your employees adhere to your new brand style guide, if they couldn’t care less about the job they’re doing, that’s your brand.
Based on my conversations with the organizer of Fragonard Workshops, I realized that Fragonard pays special attention to training staff to better serve customers. Employees must take courses in perfumery and perfume composition to be able to master their work, this helps the customer to have a better brand experience and to be well guided.
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