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Brand Book

Brand Book

Success Tools Training Series It’s A Bran d New Day! The Arbonne Brand Book articulates

Success Tools Training Series

It’s A Bran d New Day!

The Arbonne Brand Book articulates the distinctive details and power of our brand to help you proudly and passionately sell Arbonne — a brand with unlimited potential whose time is now. The Brand Book is a great guide to help you better understand the Arbonne brand so that you can create consistent, shareable content for presentations, flyers, social media or business tools, and ultimately share the Arbonne experience, opportunity and products with prospects or anyone in your network.

In order to remain a great brand, there must be a common purpose and a consistent look and feel shared throughout the Arbonne community. The brand must have one voice that is identifiable, such as images that when seen instantly make the viewer think Arbonne. From the iconic tree to the Arbonne Independent Consultant logo, consistently sharing information with the correct font, colors and messaging allows you to help grow Arbonne brand recognition in the most positive way.

Inside, you will find our mission statement, brand attributes, font usage, color palette and core values that can help you represent Arbonne as it was intended to be known and shared.

Immerse yourself in the words and phrases that will help you describe the feeling and experience that is Arbonne: pure products… pure lifestyle… pure joy. Then it’s up to you to determine how this will guide your Arbonne branding strategy for your business. Make sure your business identity is aligned with and representative of the Arbonne brand.

To find images that can be compliantly shared, please visit the Digital Toolkit. Some of the images Arbonne uses are restricted for use by copyright and cannot be used in Independent Consultant created materials. Independent Consultants must use the their country specific advertising disclaimer for all advertisements, promotional items & training materials:

This material has been produced by <name of Independent Consultant>, an Arbonne Independent Consultant, and is not official material prepared or provided by Arbonne.

Arbonne makes no promises or guarantees that any Independent Consultant will be financially successful as each Independent Consultant’s result s are dependent on his or her own skill and effort. Actual financial results of all Arbonne Independent Consultants for the proceeding year are contained in Arbonne’s Independent Consultant Compensation Summary. You may view the Independent Consultant Compensation Summary on Arbonne’s official website at arbonne.com > Your Opportunity > Compensation > Compensation Summary.

For more information on how to create com please visit Advertising > BEST

pliant marketing and presentation materials, Training, located on The Source.

and presentation materials, Training, located on The Source. 2016R02 01 ©2016 ARBONNE INTERNATIONAL, LLC ALL RIGHTS

2016R02 01 ©2016 ARBONNE INTERNATIONAL, LLC ALL RIGHTS RESERVED. | ARBONNE.COM

Arbonne means beautiful tree.

First and foremost a brand is a promise. There must always be a tangible, reliable

First and foremost a brand is a promise. There must always be a tangible, reliable product or service that is delivered if the brand is going to succeed in the marketplace.

Great brands know who they are and behave as such, consistently delivering their promise, yet constantly evolving to stay relevant and meaningful. Great brands never sit still. They thrive by embedding themselves in the culture and becoming an integral part of our lives.

in the culture and becoming an integral part of our lives. ~ World’s Greatest Brands In

~ World’s Greatest Brands

an integral part of our lives. ~ World’s Greatest Brands In order to remain a great
an integral part of our lives. ~ World’s Greatest Brands In order to remain a great

In order to remain a great brand, there must be a common purpose and a consistent look and feel shared throughout the Arbonne community.

This book was put together to help you proudly and passionately share Arbonne.

shared throughout the Arbonne community. This book was put together to help you proudly and passionately
shared throughout the Arbonne community. This book was put together to help you proudly and passionately
shared throughout the Arbonne community. This book was put together to help you proudly and passionately

Why Branding

Why Branding
We like to think of Arbonne as a brand that was born in Switzerland and

We like to think of Arbonne as a brand that was born in Switzerland and raised in Laguna Beach, California. Our story begins in 1980 with our founder, Petter Mørck. His dream was to create a premium brand with a Swiss heritage and the promise of pure, safe, and beneficial products. By combining the best of science with the best of what Mother Nature had to offer, Arbonne’s line of botanically based products expanded from skincare into cosmetics and nutritional products, all designed to help people live healthier, happier lives. All Arbonne products are sold by a global community of Independent Consultants, who have chosen to operate their businesses outside the confines of the traditional office environment. These passionate leaders have been able to not only transform their own lives, but the lives of countless others. And being able to experience this Pure Transformation has joyfully brought Petter Mørck’s dream to life for thousands of individuals.

to experience this Pure Transformation has joyfully brought Petter Mørck’s dream to life for thousands of

Who is Arbonne

Who is Arbonne People are terrific. Business is great. Life is wonderful! Petter Mørck
Who is Arbonne People are terrific. Business is great. Life is wonderful! Petter Mørck
Who is Arbonne People are terrific. Business is great. Life is wonderful! Petter Mørck

People are terrific. Business is great. Life is wonderful!

Petter Mørck

Who is Arbonne People are terrific. Business is great. Life is wonderful! Petter Mørck
Who is Arbonne People are terrific. Business is great. Life is wonderful! Petter Mørck

Switzerland has long been associated with great skincare, and our founder was deeply inspired by the superior European standards. These included technologically advanced, results oriented ingredients, as well as high quality luxurious textures. Today we maintain these standards of excellence which continue to inspire every product we develop.

Here is a simple paragraph or elevator statement anyone can use to describe Arbonne. Arbonne

Here is a simple paragraph or elevator statement anyone can use to describe Arbonne.

Arbonne creates an outstanding business opportunity to transform your life and the lives of those around you. We do this by offering pure, botanically based ingredients in scientifically tested products, a pure healthy lifestyle, and the pure joy of helping others.

based ingredients in scientifically tested products, a pure healthy lifestyle, and the pure joy of helping

Describe Arbonne

Describe Arbonne

Arbonne transfor pure, botanically ba in scientifically tested healthy lifestyle, an helping others.

Arbonne transfor pure , botanically ba in scientifically tested healthy lifestyle, an helping others.

Mission Statement

ms lives through sed ingredients products, a pure, d the pure joy of

The best of science and nature.

It’s not what a brand does or how it does it that makes a brand

It’s not what a brand does or how it does it that makes a brand successful. It’s Why. Why is your belief. Why is your cause. Why is your purpose.

The Arbonne Why To transform lives, making the world a healthier, more joyful place.

your cause. Why is your purpose. The Arbonne Why To transform lives, making the world a

The Brand “Why”

The Arbonne community is made up of powerful, passionate trailblazers from around the world, who

The Arbonne community is made up of powerful, passionate trailblazers from around the world, who share a common purpose. These are ordinary people who have become extraordinary leaders — kind, generous people who have a goal greater than making

money. These authentic, fun-loving individuals make up

a colorful collaborative community dedicated to helping others succeed and live a better, more joyful life.

Looking at Arbonne from a multi-sensory perspective, Arbonne is crisp, and clean like the Swiss Alps. Fresh, as in fresh air… fresh cut grass… freshly fallen snow. But Arbonne is also warm, friendly and comfortable like

a

day at the beach in Southern California.

If

the Arbonne brand were a person, this person would

be your best friend, a guiding light, an inspirational force that stands by you and works with you to create the most joyful future imaginable for generations to come. The Arbonne brand personality reflects a beautiful

combination of the timeless virtues of both Petter Mørck and Mother Nature.

Brand Personality

Petter Mørck Kind, generous, Norwegian, a visionary who was definitely ahead of his time.

Mother Nature Born from botanicals. A nurturing earth lover and protector (with a degree in science).

From the fields of nature to you.

Mother Nature, sometimes known as Mother Earth or Earth Mother, is a common personification of

Mother Nature, sometimes known as Mother Earth or Earth Mother, is a common personification of nature that focuses on the life-giving aspects of nature by embodying it in the form of a mother. Mother Nature provides us all the rich botanical goodness and abundance the earth has to offer. Mother Nature also protects us from harmful elements, while nurturing the body, mind, and soul.

Mother Nature

There are so many great words and phrases that define Arbonne. These words can be

There are so many great words and phrases that define Arbonne. These words can be used in advertising, catalogues, brochures, presentations, and of course, social media. These are words that help in any conversation taking place about the brand. Online or off.

Words & Phrases

Pure:
Pure:

free from extraneous matter. Clean, wholesome,

authentic, genuine, complete, without faults, perfect.

Safe: Beneficial: Healthy:
Safe:
Beneficial:
Healthy:

tested to protect from or not exposed to any danger, risk or harm.

producing good or helpful results or effects.

indicative of, conducive to, or supporting good health. Normal, naturally derived, and desirable.

Happy:
Happy:

delighted, glad, or pleased, as over a particular thing.

Characterized by or indicative of pleasure, contentment, or joy.

Joy:
Joy:

the emotion of great delight or happiness caused by

something exceptionally good or satisfying. A source of pure delight or pleasure. Something or someone greatly valued or appreciated.

Mindful:
Mindful:

maintains a moment-by-moment awareness

of our thoughts, feelings, bodily sensations, and surrounding environment. Conscious or aware of things.

Transform:

to change in condition, nature, or character.

A thorough or dramatic change in form or appearance.

Life-Changing:

having such a strong effect that it changes one’s life.

Authentic:
Authentic:

having the origin supported by

unquestionable evidence. Accurate, real, reliable.

Green:
Green:

committed to the well-being of the environment.

Youthful, vigorous.

Confidence:

full trust, belief in the powers, trustworthiness,

or reliability of something. Certitude, assurance.

Botanical:
Botanical:

a substance pertaining to, or derived from plants.

Botanicals can be used in nutrition as food supplements.

Lead:
Lead:

to serve as a channel for. To guide something or someone along a way.

Community:

a feeling of fellowship with others, as a result of

sharing common attitudes, interests, and goals.

Aspirational:

A strong goal, aim or ambition to better something.

More words

Simple, elegant, vibrant, beautiful, wellness, lifestyle, premium, real, meaningful, goodness, science, smart, truthful, integrity, honest, awesome, amazing, love.

Phrases

These are some phrases people can use in discussion or marketing the Arbonne brand.

Happy healthy lifestyle

Healthy is the new happy

Give yourself a happiness raise

Your fire, our engine

Smart is beautiful

Inspire a difference

Future friendly

Inspired by nature

Clinically tested

Let’s make today fun

I will light up every room I walk into

Living beautifully

Your beautiful life. Pass it on.

Living proof

It’s in our nature

No looking back

Leave it to Mother Nature

Best life now

A product of the product

Feeling good

Beauty with brains

Strike a balance

The power of giving back

Essential oils, not synthetic.

Our unique aa logo stands for the Arbonne Advantage. We have this advantage because we

Our unique aa logo stands for the Arbonne Advantage. We have this advantage because we are at a point in time when our products have been scientifically tested to produce unparalleled results. Our diverse group of Independent Consultants from around the globe has also proven that by transforming their lives and the lives of others, they are making the world a happier, healthier place.

The Arbonne Advantage has several parts:

Pure Products

Pure Lifestyle

Outstanding Leaders

Unparalleled Community

Proven Business Model

Incredible Compensation Plan

The Arbonne Advantage

The Arbonne Advantage
The Arbonne Advantage

Pure. Safe. Beneficial.

Pure Transformation is a movement that continues to grow every day. It begins with our

Pure Transformation is a movement that continues to grow every day. It begins with our individual journey to become the best version of ourselves, to change our lives, to do more and be more than we ever imagined. Once we join the Arbonne community, we become happier, healthier, stronger, more able. And we use this ability to help others to transform their lives in the same way — because the more we share it, the bigger it becomes. And the possibilities are endless.

Three Traits That Differentiate Arbonne These are the differentiating traits everything relating to the brand should fit under. These are the traits that keep the brand relevant and authentic.

fit under. These are the traits that keep the brand relevant and authentic. Pure products… pure

Pure products… pure lifestyle… pure joy

fit under. These are the traits that keep the brand relevant and authentic. Pure products… pure
fit under. These are the traits that keep the brand relevant and authentic. Pure products… pure
Pure Transformation
Pure Transformation
Pure Transformation

From the ocean’s natural ingredients to you.

To develop, produce and market Arbonne skincare and related products that are unparalleled in quality,

To develop, produce and market Arbonne skincare and related products that are unparalleled in quality, purity, safety and beneficial results.

What was true in 1979 still holds true today and will continue to hold true into the future.

Let’s get the facts. Arbonne products are pure, safe, and beneficial. So what exactly do we mean by that? We are vegan certified. Kosher. Gluten-free. No GMOs. Why? Because we have proof it’s not always what’s in your products, it’s what’s not in them. We focus on creating state-of-the-art products, not fancy packaging. We have a living, breathing ingredient policy that focuses on always improving the quality of every product we produce. This means we constantly challenge what we make, how we make it, and the results of our efforts. Our breakthrough products center around the best of science and nature. We have discovered that pure, botanically based ingredients and products that are clinically tested can provide unparalleled results. These results are often so dramatic and convincing that they turn skeptics into believers. We are exceptionally proud of turning a before picture into an after picture that no one ever thought possible.

Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979
Statement of Purpose 1979

Botanically based ingredients in scientifically tested products.

A Pure, Healthy Lifestyle Healthy is definitely the new happy. A pure, healthy lifestyle is

A Pure, Healthy Lifestyle

Healthy is definitely the new happy. A pure, healthy lifestyle is important through every stage of our lives. This has become a highly researched and credible fact. That’s why we are determined to always find more ways to constantly improve all our nutritional products and create state-of-the-art new ones like Arbonne Essentials ® Greens Balance and PhytoSport . These ground-breaking products have proven to help people around the world change their lifestyle and lead a happier, healthier life every single day.

have proven to help people around the world change their lifestyle and lead a happier, healthier

A Pure, Healthy Lifestyle

A Pure, Healthy Lifestyle
The Pure Joy of Helping Others Every time a new person uses an Arbonne product

The Pure Joy of Helping Others

Every time a new person uses an Arbonne product or decides to become part of the Arbonne family, lives are changed. Yes, people are making a better living, but people are also living the life they’ve always wanted. They are happier. They are healthier. They are more determined than ever to pass this gift on to others. And when they do, the joy spreads, adding fresh, new, incredible power to the Arbonne community.

Pure Joy

Healthy is the new Happy.

The Arbonne community is unique in that more teachers, lawyers, nurses, accountants and moms have found a way to not only transform their lives, but to play a vital role in transforming the lives of countless others. The pure joy and happiness that results from being able to change the lives of so many individuals and their families puts a never-ending smile on the faces of all our amazing Consultants.

Your Beautiful Life. Pass It On.

The relationship between the Arbonne Home Office in Irvine, California, and our community of Independent

The relationship between the Arbonne Home Office in Irvine, California, and our community of Independent Consultants is quite unique. We make it our priority to provide every single Consultant with every single tool needed to succeed. So back and forth we go every day with everyone growing in the process. The result is a thriving community perfectly positioned for an exceptional future.

Your Fire. Our Engine.

Your Fire. Our Engine.
Your Fire. Our Engine.
Your Fire. Our Engine.
Your Fire. Our Engine.
Your Fire. Our Engine.

Green and growing.

Earth-friendly packaging. Please recycle.

We formed the Arbonne Charitable Foundation because we have the power through our group of
We formed the Arbonne Charitable Foundation because we have the power through our group of

We formed the Arbonne Charitable Foundation because we have the power through our group of Independent Consultants to help others. We have the strength in our leaders to truly make a difference in the world. By helping to build the confidence and self-esteem of teen girls and boys, we are striving to transform not only these precious young lives, but our future. And we are well on our way. We have raised over 3.5 million dollars and touched the lives of over 90,000 teens.

future. And we are well on our way. We have raised over 3.5 million dollars and

The Power of Giving Back

The Power of Giving Back Change Starts With Me
The Power of Giving Back Change Starts With Me

Change Starts With Me

These are the words that help define the look and feel of the brand. These

These are the words that help define the look and feel of the brand. These three words can be used as a screen to help us judge if something is “on brand” or not. These words can help us make decisions and choices concerning the messaging, as well as the future of the brand.

Simple • Elegant • Joyful

Brand Attributes

Simple Easily understood or done, presenting no difficulty, not complex. Straightforward. Unpretentious. Pure.

Elegant Pleasingly graceful and stylish in appearance or manner. Tastefully fine or luxurious in dress, style or design. Displaying effortless beauty.

Joyful A feeling expressing or causing great pleasure and happiness. Enjoyable, lighthearted, upbeat, satisfying. Sunny and in good spirits.

These are the beliefs that all of us at Arbonne are passionate about and live

These are the beliefs that all of us at Arbonne are passionate about and live by every day.

• Create a joyful thread of creativity, collaboration and innovation that runs through every part of managing your business.

• Promote balance and live a pure, healthy lifestyle that encourages others to do the same.

• Support the Arbonne products and culture with knowledge and relentless passion.

• Lead by supporting others with professionalism, compassion, respect and integrity.

• Strive to be resilient with a willingness to persist despite failure or opposition.

• Unite the Field and the Home Office into one purpose-driven family.

• Help secure a sustainable future, by leaving the earth better than we found it.

• Love your job and find joy in what you do every single day.

Core Values

Core Values The Arbonne Consultant OPENS opportunities to everyone who seeks to better themselves EMPOWERS others
Core Values The Arbonne Consultant OPENS opportunities to everyone who seeks to better themselves EMPOWERS others

The Arbonne Consultant

OPENS opportunities to everyone who seeks to better themselves

EMPOWERS others to paint a vision of success and reach their full potential

CELEBRATES strengths

LEADS by example

BELIEVES in the positive intentions of others

TEACHES abundance through grace, humility, generosity and love

SUPPORTS the Arbonne culture and products with knowledge and passion

UNITES the Field and the Home Office into one purpose-driven family

EXHIBITS professionalism with thoughtfulness, character and integrity

SHOWS kindness, sincerity and gratitude each and every day

ENGAGES in a lifelong journey of personal growth and development

STRIVES to leave the earth a better place

The look of a brand defines the brand in the hearts and minds of our

The look of a brand defines the brand in the hearts and minds of our brand advocates.

The colors of Arbonne are the colors and shades of nature — a botanically inspired palette that ties perfectly into the ingredients found in all of our products.

Green is the prominent color that defines the brand, as it is the color that represents lush and thriving botanicals, as well as growth. Green as a color stands for well being and a friendly environment. It represents nature, safety, honesty and optimism, all traits that align with the Arbonne brand. Green is also associated with harmony and freshness. In the business world, green is the color that is used to relax people as it is considered easy and calm.

White is the palette we most frequently paint the Arbonne colors on. It represents purity and cleanliness, like fresh driven snow on the mountaintops of Norway. White also represents innocence and simplicity, as well as the color most often used to communicate “newness.”

But Mother Nature also boasts some beautiful more muted shades of red, blue, yellow and purple. The Arbonne colors are the colors of life, the colors of nature. These colors are natural, earthy, and have a sense of authenticity, elegance, and sophistication.

Stepping into the future, a silver or muted grey blue can be representative of the the brand as well. A clear, see-through look can also represent the Arbonne brand — because sometimes it’s not what’s in our products, but what’s not. When you can see through something, it becomes transparent because there is actually nothing to hide.

Color Palette

Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
Color Palette
The Arbonne Advantage has two sides: our superior products and a life-changing business opportunity. The

The Arbonne Advantage has two sides: our superior products and a life-changing business opportunity. The “double a” mark consists of two elegantly connected lowercase a’s, using design and aesthetics to convey the duality of the Arbonne Advantage uniting to form one extraordinary brand.

A logo is the embodiment of the brand. It is the brand

simply summed up in one tiny, neat little package. The

“bug logo” forms the central part of our corporate identity and must be treated with the care and respect it deserves.

It

should be clear and prominent on all communications

to

our external audiences. It must not be manipulated,

changed or modified in any way, on any occasion. The Arbonne logo, and all of its variations, must at all times have the clear space that is specified on this page — a minimum area of breathing room around the logo that allows it to breathe and shine.

It is essential for everyone to help protect the integrity and trademark of the Arbonne brand. So if you are planning on printing the Arbonne logo on any merchandise, please contact B.E.S.T. The Business Ethics Standards Team stands for transparency, sustainability and consumer protection. We champion ethical practices and a

culture of compliance by empowering our Independent Consultants with the tools they need to build successful and sustainable businesses for the long term. Together with our Independent Consultants, we are striving to transform the Arbonne journey of each unique individual, for their long term success, so that we may all strive to improve the lives of others. Contact us at BEST.arbonne.com.

   

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improve the lives of others. Contact us at BEST.arbonne.com .     .5x x    

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The Logo

The Logo
Like our products and packaging, our primary color is green. It is the color of

Like our products and packaging, our primary color

is green. It is the color of nature, symbolizing growth

and balance. We design our product packaging with

a vast array of colors, but our official company brand

will always be green.

Color Me Green Although our primary color is a beautiful green, on occasion we need to lighten up. When designing with large color blocks, it is best to use the lighter version of the Arbonne green PMS 363C. Smaller areas of green and our logo should always use our standard PMS 364 C.

The New Black True black is a little harsh for a brand that proves to be simple, elegant and vibrant. We use an 80% black to beautifully accent our wonderful greens or PMS Cool Gray 11C. We believe that 80% is the new black.

®

Cool Gray 11 C

PANTONE

0.0.0.80

The Brand Color

84.86.91

#54565b

CMYK #

RGB

HEX

®

PANTONE 363 C

75.24.100.8

74.139.44

4a8b2c

CMYK #

RGB

HEX

®

PANTONE

74.32.100.19

73.118.41

364 C

497629

CMYK #

RGB

HEX

Arbonne has a Swiss heritage, so of course our design style and use of typography

Arbonne has a Swiss heritage, so of course our design style and use of typography would follow. Simplicity is part of our brand message. Helvetica was selected because it has a neutral, sans serif design which allows our brand colors, products and photography to shine through a multitude of marketing collateral both online and offline.

Always Helvetica The primary typeface should be used for all printed and online material. Helvetica Neue LT Std is a sans serif typeface with Swiss heritage that is available in a wide family of weights and styles. It works well when used small and also has impact at larger sizes. Our standard body copy is Helvetica Neue 45 Light. Our standard bold callout is Helvetica Neue 65 Medium.

Unless You Need Arial For some documents, such as PowerPoint presentations, Word documents and email, the typeface Arial may be substituted for Helvetica Neue. Other typefaces may be used as graphics only when creative concepts require them, only when they are critical to the authenticity of a specific art direction, and, with few exceptions, only when they take the form of headlines.

You can purchase these fonts online at myfonts.com.

The Font

The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font
The Font

Pure Products Pure Lifestyle Pure Joy Pure Arbonne

ARBONNE.COM 2016R01 01 ©2016 ARBONNE INTERNATIONAL, LLC ALL RIGHTS RESERVED. | ARBONNE.COM
ARBONNE.COM
2016R01 01
©2016 ARBONNE INTERNATIONAL, LLC
ALL RIGHTS RESERVED. | ARBONNE.COM
Pure Joy • Pure Arbonne ARBONNE.COM 2016R01 01 ©2016 ARBONNE INTERNATIONAL, LLC ALL RIGHTS RESERVED. |