- Project management
- Creative Direction
- Art Direction
- Brand story
- Brand identity
- Brand vocabulary
- Packaging
- Manufacturing management
- Photography
- Web design
Ange-Joseph Aubert, jeweler to King Louis XVI and Marie-Antoinette in 1773, is reborn under the name A–J AUBERT to bring the brand into the modern era. vrai studio reimagines the brand’s identity without betraying its royal heritage. An anglicized name, pronounced “Eï Jii Oburt”, expertly framed period paintings, shades of blue and auburn accented with hot-stamped gold: every detail evokes the playful elegance of Versailles
© Florence Valencourt / Original Soundtrack
Creation of visuals for the brand's communication. Jewelry and roses, Marie-Antoinette's favorite flowers
To capture the spirit of 1773, the photo shoot took place at the Lambinet Museum, an unassuming gem in the forgotten corners of Versailles.
The license acquired by the client belongs to a jewelry brand associated with the French royal court of the 18th century, which had been dormant for decades. Reviving this Parisian jewelry brand required restoring its historical identity without weighing it down, and creating a contemporary visual identity without compromising its uniqueness.
The brief entrusted to vrai studio covers the naming, the creation of the logo, monogram and graphic patterns, and all brand materials: gift boxes, outer boxes, bags, certificates of authenticity, stationery and correspondence. The combination of serif and sans-serif typefaces brings readability and absolute singularity. The color palette, built around a russet hue reminiscent of the ermine worn at court and a deep blue, anchors the brand in its history. vrai studio also directs the photographic production of the jewelry and supports the roll-out of the identity on the boutique’s website.
Art Direction and Photography: Camille Gabarra
