Amour Vert — Branding

Taking the brand back to zero, PSA led a series of on-site exercises in San Francisco and New York City to help the founders discover, define and refine what they wanted out of the rebrand. Based on what we learned out of these creative work sessions, we developed an entirely new identity, color palette, positioning, strategy, language and brand book for Amour Vert. The comprehensive brand book provides guidelines for the soul of the brand — everything from language, key messaging and retail approach, to photographic style, model casting and brand application are spelled out in crystal clear spreads.  

Also, to help cement the brands sustainable mission, we crafted a poetic Manifesto for Amour Vert. The founders were deeply moved by our distillation of their brand and have writ large our words on the wall of their San Francisco office as a battle cry for all buyers, press and employees to see. Good products and good feelings, indeed.