BRAND GUIDELINES

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TABLE OF CONTENTS

INTRODUCTION 4
LOGO 12
STATIONERY 22
PRODUCT & PACKAGING 38
ADVERTISING 46
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01
INTRODUCTION

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BRAND STORY
/xaOTaeõZ`TsrZSTUõa

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TUõZOy`‚ZT

Makeup products from the perspective of Vietnamese people are changing

drastically. Going beyond just helping to enhance our natural features or skill-
fully hide our facial imperfections.
Local cosmetics brands really need to show more product diversity combined
with a sense of artistry. To be worthy of being go-to products for professional
makeup artists and also a great self-expression tool for Gen Z, who strive for
individuality.

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@^[ZSWTa\TåZXÏZOyOYMWQa\N^MZPÓB:ŽU`TQ[TsÏZS`ÏUZT¬YŽÅU`s×ZS`^~
OT[^MOyO_Z\TçYNZTPxZŽ„ZTTsÏZS_Z\TçY`TQ[\T[ZSOyOTOTxaœ
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£U`TQ[TsÏZSŽ¬Z Z8aYUQ^Q/[_YQ`UO_Ž{ZSTU ZO³abz]aeí`Ž„ZT\Ty``^UñZ
_Z\TçY`TQ[TsÏZSWí`T×\ZTUïaeía`ÅŽÍOXtYza_ÙOW¼[YÍZSYrnYMS
UOobz`‚ZT`T»OP°ZSŽÑU`TsÑZS/¬`TñZ¬U.^MZPXz_»SUM[`T[MSU¹MOyUŽŸ\
OTxaœbzZTUïa\TåZa9ÃOy`‚ZT_·P°ZSOT[ZTUïaY°OŽ‚OT`µ`^MZSŽUñY
TzZSZSzeOT[ŽíZOTae ZZSTUõ\

From our market research, the majority of makeup brands in Vietnam are
geared towards young audience, offering affordable, Asian-style products
that are suitable for Vietnamese beauty tradition. Lumiere Cosmetics is a make-
up brand aimed at the mid- to high-end segment, a group of professional and
art-loving customers.

Going in that direction, Lumiere Cosmetics has researched and decided to

develop products combining many unique elements, “magic” color and prac-
ticality. It can be said that the Brand is the intersection between Asian beauty
and many parts of UK -American personality, used for many purposes from daily
to professional makeup.

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NAME MEANING
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n8aYUQ^Qo O¬ ZSTŒM Xz nyZT _yZSo `^[ZS `UíZS <Ty\ @T¡ZS ]aM ` Z `TsrZS TUõa
OTuZS`¡UY[ZSYaÅZ_Z\TçYO±MT{ZSO¬`TñŽQYŽíZOT[ZSsÑUPvZSYÍ`
CORE VALUES
`^UZSTUõYYÏUY~O¬_»`TMeŽÉU`‚OTO»ObïZS[tUTZT`UZT`TåZbzOYduO 3Uy`^„OÅ`X¢U

@^[ZS]ay`^ZTdxeP»ZSŽÍUZS‹_yZSXë\Ž{dxeP»ZSTõ`TÅZSZT¹ZSSUy`^„OÅ`
X¢UŽ„ZTTsÏZSSUy`^„TzZTŽÍZSbzZUïY`UZ
“Lumiere” means “light” in French. Through brand’s name, we hope that our prod-
ucts can bring you a new experience, have a positive change in appearance, 4õ`TÅZSSUy`^„OÅ`X¢UP[MZTZSTUõ\NM[SÇY!‹U»Y:
mind and emotions. 4UõZŽtU
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Our founding team built a system of core values that help guide brand strategy,
actions and beliefs for long-term development.

Core value system includes 5 points:

- Modern
- Innovation & Uniqueness
- Diversity
- High quality
- Customer centric

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TARGET
CUSTOMERS Income: People in class B&C and above
Gender: No distinction
7TyOTTzZSY°O`U a Age: 18 - 30 which includes:
- Groups 18 - 22: pupils and students in big cities.
@TaZTõ\&:T¹ZSZSsÑU`TaÍOZT¬Y`TaZTë\`åY`^aZSNZTOM[`^ÓX Z - Group 22 - 30: working people or professional Makeup Artists.
3U«U`}ZT&7T¡ZS\TxZNUõ` Hobbies: Love US-UK style, culture and movies. Art lover.
Š©`a¥U&$XzOT±eía`^[ZSŽ¬NM[SÇY&
:T¬Y$&ŽÅU`s×ZSTˆO_UZT_UZTbU Z`tUOyO`TzZT\TÅ`ƒZT`TzZTXÏZ Characteristics - Behavior:
:T¬Y&ŽÅU`s×ZSZSsÑUŽ{ŽUXzYT[áOXz9MWQa\-^`U_`OTae ZZSTUõ\ - Those who aspire to express themselves through artistic tools and media, in-
?¯`T}OT&E a`T‚OT\T[ZSOyOT‘a9ÃbŠZT¬Mbz\TUYZTYMZSTsÏZS‘a cluding eye makeup products.
9ÃE a`T‚OTZSTõ`Taë`TÍUTˆM - Willing to spend money on medium to high-end makeup products. Their priority
is the quality and novelty of the products.
- Those are professional artists or have self-taught makeup skills. They wear
ŠÕO‹U»Y4wZTbU&
makeup on daily basis and spend a lot of time researching makeup trends and
8zZT¹ZSZSsÑUWTM[WTy``TñTUõZNZ`TxZ]aMOyOO¡ZSO°\TsrZS`UõZ
techniques.
ZSTõ`Taë``^[ZSŽ¬O¬OyO_Z\TçYYMWQa\YÙ`
- Being “tech-savvy” connoisseurs. Spend a lot of time on social media and get
?ßZ_zZSOTU`UïZOT[OyO_Z\TçYYMWQa\`^aZSOM[qa`U ZO±MTˆXzOTã`
used to e-commerce & social commerce shopping channels.
Xs×ZSbz`‚ZTYÏUY~O±MOyO_Z\TçY
 8zY ZSTï OTae Z ZSTUõ\ T[áO O¬ WÃ ZŠZS YMWQa\ 4ˆ `^MZS ŽUñY `TsÑZS Pain Points:
dae ZbzPzZTZTUïa`TÑUSUMZŽñ`YTUñaZSTU ZO³aOyOdaTsÏZSbzWÃ`Taë` The difficulty in accessing and buying unique and diverse makeup products for
YMWQa\ professional use and personal needs in Vietnam with
8zZT¹ZSZSsÑU_zZTO¡ZSZSTõn`QOT_Mbbeo0zZTZTUïa`TÑUSUMZ`^ ZYtZSd{ reasonable prices.
TÍUbz`T¬U]aQZYaM_ÙY`TsrZSYtUŽUõZ`· Lack courage & inspirations for uniquely creative self-expression.

:§U‹Ma&
?»WT¬WTŠZ`^[ZSbUõO`Uí\OëZbzYaMOyO_Z\TçYYMWQa\ŽÍOŽy[ŽM
PtZS\T°Ob°ZTaOåaO¡ZSbUõObzOyZTxZ`tUBUõ`:MYbÏUY³OSUy`TzZT
T×\X­
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`‚ZTŽÍOŽy[bzYza_ÙO^U ZSNUõ`

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VISION
@åYZTZ
@^[ZS!ZŠY`ÏU`^Ó`TzZT`TsrZSTUõa`U Z\T[ZS`[\[RYUZPOT[\T[ZSOyOT
ŽÍOŽy[bzOy`‚ZTYMZS\T[ZSOyOTa9Ã\TvT×\bÏU`T„TUíaSUÏU`^~`Tí
TõYÏU`µ3QZFbzSUÏUOTae ZY¡Z`tUBUõ`:MY8zŽrZb„PéZŽåabïOyO_Z
\TçYYMWQa\YÙ`O¬ZT‹N¬ZS_yZSYza_ÙOŽMPtZS`tU`T„`^srZSZÍUŽ„M

In the next 5 years, become top-of-mind brand for a unique style and personality
inspired by US-UK style, which is suitable for the tastes of new generations of Viet-
namese young people and professionals in Vietnam. Pioneering in eye makeup
products with shiny shimmer, diverse colors in the Vietnam domestic market.

MISSION
?³YõZT

9MZSŽíZ_»ŽMPtZSYÏUOT[`T„`^sÑZSXzYŽŸ\BUõ`:MY
:xZSOM[`TçYYÃbz`TMeŽÉUS¬OZTZO±MZSsÑUBUõ`bïOyO_Z\TçY`^MZS
ŽUñYOTae ZZSTUõ\

- Bring diversity to Vietnamese Beauty industry.

- Improve the aesthetics and change the perspective of Vietnamese people
about professional makeup products.

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02
LOGO

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LOGO IDEAS
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8[S[ “lumiere” Xz YÍ` X[S[`e\Q TMe c[^PYM^W  PtZS X[S[

Žs×O`TUí`WíP»M`^ Z`e\[S^M\TeZTÛYZTãZYtZTbz[` Z
P[MZTZSTUõ\bzTË`^×ZTëZNUí``TsrZSTUõa

The “lumiere” logo is a logotype (or a wordmark) - is a font-based

logo that focuses on a business’ name alone and helps support
the brand awareness.

ŠU»YZTíZ`^[ZSX[S[XzPãaOTãY`^ ZŽåaOT¹nUoŽs×OOyOT
ŽUõa`TzZTTZTZTO[ZYÙ`Wí`T×\bÏUZS¡U_M[NUña`s×ZS
OT[yZT_yZS

The highlight in the logo is the tittle stylized into the image of an
eye combined with a star - a symbol for light.

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LOGO ON GRID
8[S[`^ ZXsÏU

@Á Xõ O±M X[S[ Žs×O _UZT ^M Žñ ŽY N[ X[S[ _€ WT¡ZS N„ NUíZ The proportions of the logo are born to ensure that the logo will not be
PtZSÓNã`O³`^sÑZST×\Zz[ deformed under any circumstances.
@^[ZS`^sÑZST×\ZzeMXzŽrZb„`ÁXõŽÇTˆMO±MX[S[bÏUMXz In this case, a is the graphic scale unit of the logo, a is1/2 the length of
OTUïaPzUOT¹nao`^[ZSX[S[ the letter u in the logo.

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CLEAR SPACE
7T[ZSOyOTMZ`[zZ 8[S[‹›ZSO™ZTb‰ZN˜Z
/Logo next to text/
7Tab»OZze\TUXa¡ZŽs×OŽñ`^ÅZSbzWT¡ZSO¬
Nã`Weía`ÅŽÇTˆMNÉ_aZSTMebŠZNZZz[Žs×O
dxY\TtYbz[ŽñŽYN[ŽñŽYN[X[S[Xa¡Z
Žs×OTUñZ`T„^¢^zZS

7TUX[S[‹›ZSO™ZTb‰ZN˜ZX[S[Xa¡ZŽñWT[ZS

OyOT `ÅU `TUña `srZS ŽsrZS OTUïa PzU N N Xz 
OTUïaPzUOT¹OyUnXo`^[ZSX[S[
8[S[ZSae ZNZ 8[S[Xs×ON‰OT¹n/;?91@5/?o
7TUX[S[‹›ZSO™ZT`T†‡ZSTU¾aWTxOX[S[Xa¡ZŽñ /Original logo/ /Logo without “COSMETIC” line/
WT[ZSOyOT`ÅU`TUña`srZSŽsrZSOTUïaPzUOOXz
OTUïaPzUOT¹OyUnXo`^[ZSX[S[

8[S[‹›ZSO™ZT`T†‡ZSTU¾aWTxO

/Logo next to other brands/

This area should always be left blank and without any

additional graphic elements or intrusive text to ensure
that the logo is clearly displayed at all times.

When the logo is next to the text, the logo always

leaves the minimum distance equal to the length b (b
is 1/2 the length of the letter “l” in the logo).

When the logo stands next to another brand, the logo

always leaves the minimum distance equal to the
8[S[ZSae ZNZ 8[S[Xs×ON‰OT¹n/;?91@5/?o
length c (c is the length of the letter “l” in the logo). /Original logo/ /Logo without “COSMETIC” line/

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COLOR PALETTE
=aeOTaçZYza_ÙO

=aMbUõO_·P°ZSYza_ÙOOTuZS`¡UYaÅZ`^aeïZ

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9za`‚YXz_»Wí`T×\SU¹M_»ÉZŽ„ZT YŽïYO±M

YzadMZTXMYbzZŠZSXs×ZSY{ZTXUõ`O±MYzaŽ‰

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LOGO VARIATIONS
8[S[`^ ZOyOZïZYza
8[S[`^rZZ¹ZYwa`T†‡ZSTU¾a
8[S[[ZN^MZPO[X[^NMOWS^[aZP
8[S[XaxZ\TU Z`TMeŽÉUYza_ÙOP»M`^ ZTMUYzaOT‚ZTO±M
`TsrZSTUõa:S[zU^MX[S[PsrZSNZxYNZ`^ ZZïZ`^ÙZS
ŽQZXzŽUïaOrNZbzWT¡ZS`Tñ`TUía

@TQX[S[MX`Q^ZM`QXeOTMZSQ_O[X[^_NM_QP[Z`TQ`c[\^UYM^e

O[X[^_[R`TQN^MZP5ZMPPU`U[Z\[_U`UbQMZPZQSM`UbQX[S[[Z
NXMOWMZPcTU`QNMOWS^[aZPM^QNM_UOMZPUZPU_\QZ_MNXQ

8[S[P†‡ZSN˜ZqYN˜Z`^rZZ¹Z‹QZ`^ÍZS

<[_U`UbQMZPZQSM`UbQX[S[[ZNXMOWMZPcTU`QNMOWS^[aZP

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TYPOGRAPHY
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MNOPQRSTUVWXYZ[\]^_`abcdef
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MISUSE OF THE LOGO

@^sÑZST×\_·P°ZS_MUX[S[

@TMeŽÉUYzaX[S[ /[Wª[X[S[ D¬MOTU`Uí`O±MX[S[
/Change logo color/ /Strech/ /Remove logo elements/

D[MeX[S[ £ÉN¬ZSOT[X[S[ £ÉS^MPUQZ`OT[X[S[

/Rotate logo/ /Add drop shadow to logo/ /Add gradient to logo/

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03
STATIONERY

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BUSINESS CARD
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1.500 250k 500 lumierecosmetics
posts followers following

Lumiere Cosmetics

In addition to the Facebook page, Lumiere also has

Available online & worldwide at Sephora, Ulta Beauty, Harvey
Nichols, Boots & select Asia duty free shops. Tag us
#FENTYBEAUTY #crueltyfree
www.lumierecosmetic.com
an Instagram page to bring the brand to more peo-
ple, not only in Viet Nam but also international.

79k Likes
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6 MINUTES AGO
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