“ Unleash your inner glamour with Memoires D'amour." BRAND
GUIDELINES BOOK
Mémoires D'amour PERFUMES
PROPOSAL Brand Soul REBRANDING; REPOSITIONING; YR2025
01.01 : Brand Concept:
Mémoires d’Amour is a niche and luxury perfume brand that embodies the timeless power of love and memories. Mémoires d’Amour is about the power of scent to create unforgettable memories. It's a story of seduction, romance, and passion, inspired by the French tradition of luxury perfumery. Our fragrances are crafted with care and attention to detail, using the finest ingredients to create scents that are both sensual and sophisticated.
01.02
: Brand Vision:
Mémoires d’Amour is more than just a perfume brand, it is a celebration of life's most precious moments, whether you are seeking to create new memories of love and romance, or relive the nostalgia of past love, Memoires D'amour is the perfect choice to cherish these precious moments.
01.03 : Brand Mission:
At Mémoires d’Amour, we celebrate the raw, authentic truth of love in all its forms. We show the diverse lifestyles, memories, and emotions it inspires without sugarcoating or idealizing them. Through our fragrances, we translate these moments into scents that show the stories, feelings, and artistry reflected in their names.
PROPOSAL
02.01 Brand Tone: Mémoires D'amour PERFUMES
Intimate, poetic, confident.
Emotions
The heartbeat of the brand; tender, passionate, and poetic.
Brand Voice & Language
Memory
Every fragrance is linked to a story, evoking emotions long after they’ve passed.
Crafted with the finest materials, designed with a modern, artful touch.
Mémoires D'amour PERFUMES
PROPOSAL
REPOSITIONING; YR2025
Brand Voice & Language
02.02 Scents Language:
Black and gold tell the story of the Noire collection’s vibe: sleek, glamorous, and effortlessly luxurious.
Black brings the mystery and sophistication, while gold adds that touch of bold luxury you can’t ignore.
Together, they’re the perfect match for scents that feel indulgent but never overdone.
The Blue Collection pays tribute to the artistic vision of love, capturing its memories through the fluid beauty of watercolors.
Each fragrance is a painted moment, translating emotions into delicate, flowing shades of scent.
Mémoires D'amour PERFUMES
PROPOSAL
Brand Visual Identity
03.01 Brand Logo Concept:
Caudex is a serif font with roots in classical calligraphy, giving it a timeless, romantic feel.. It is perfect for a French perfume brand that celebrates love and memory. Its clean, balanced letterforms bring a contemporary polish, aligning with the brand’s modern luxury positioning.
1. Elegance Without Over-Decoration: Unlike overly ornate display serifs, Caudex is refined and uncluttered.
This allows the logo to feel upscale without looking old-fashioned or overly vintage. The subtle curves in its serifs evoke softness and intimacy, while the strong strokes add presence and confidence.
2. High Readability Across Applications: Works beautifully at both small (packaging, bottle embossing) and large (store signage, campaigns) sizes. Maintains clarity even when embossed, foil-stamped, or engraved on glass — which is crucial for perfume packaging.
3. Cultural and Emotional Fit : The font has an old-world literary charm that ties into the concept of “memories of love” , almost like the title of a timeless romance novel.
4. Versatility for Brand Extensions:
Caudex can pair seamlessly with a modern sans-serif for campaign text, allowing the logo to stand out while keeping the rest of the branding fresh.
Mémoires D'amour PERFUMES
PROPOSAL
Brand Visual Identity
03.02 Brand Logo Application:
Primary Logo :
Gold Foil Version represents Prestige, Warmth, Romantic Opulence.
Gold has been tied to wealth, achievement, and timeless beauty for centuries. In psychology, it also triggers feelings of celebration, romance, and warmth. It creates instant luxury perception, people instinctively associate gold foil with “special” and “valuable” items.
Usage for Gold Foil Version:
Logo foil stamping on packaging to create tactile and visual elegance.
KV’s and VM prints & physical material elements.
Mémoires D'amour PERFUMES
PROPOSAL
Brand Visual Identity
03.02 Brand Logo Application:
Secondary Logos :
Black Version represents Power, Mystery,
Timeless & Luxury.
Black creates a sense of sophistication, authority, and exclusivity. It also evokes mystery, perfect for a brand tied to intimate memories and romance.
Usage for Black Version:
Digital Assets : Social Media , Web Banners, Invitations or Greetings.
White Version signals purity, simplicity, and serenity. In luxury, it’s often used to convey refined minimalism and understated sophistication.
Feels clean, fresh, and honest. Balances the sensuality of black and gold, giving a “breath of air” in the brand experience.
Usage for Black Version:
Digital Assets : Social Media , Web Banners, Invitations or Greetings.
PROPOSAL
03.03 Brand Colors:
Mémoires D'amour PERFUMES
PROPOSAL
03.04 Brand Typography:
REBRANDING; REPOSITIONING; YR2025
Brand Visual Identity
Primary Font : Used for Perfume Names & Titles
High Spirited By Thomas Boucherie.
A, B, C, D, E, F, G, H, I, J, K, L,M, N, O, P, Q, R, S, T, U, V, W, X, Y, Z.
a, b, c, d, e, f, g, h, i, j, k, l,m, n, o, p, q, r, s, t, u, v, w, x, y, z.
Â, Ê, Î, Ô, Û, É,À, È, Ù
â, ê, î, ô, û, é,à, è, ù
1,2,3,4,5,6,7,8,9,0,!,@,#,$,%,&,*,(,),-_ ?/
Secondary Font : Used for any text body, Ingredients and cautions, labels.
Pangram Sans by Mathieu Desjardins.
A, B, C, D, E, F, G, H, I, J, K, L,M, N, O, P, Q, R, S, T, U, V, W, X, Y, Z.
a, b, c, d, e, f, g, h, i, j, k, l,m, n, o, p, q, r, s, t, u, v, w, x, y, z.
Â, Ê, Î, Ô, Û, É,À, È, Ù
â, ê, î, ô, û, é,à, è, ù
1,2,3,4,5,6,7,8,9,0,!,@,#,$,%,&,*,(,),-_ ?/