STRATEGY
Our strategy reveals the essence of the brand, and it works as a guideline for all its manifestations: how the brand presents itself to the world, form, colour and tone.
WHERE WE COME FROM
Whereas Luísa Rosas’ previous collections fulfilled the purpose of “designing a new way of inspiring people through a genuine connection to Nature,” the Caring Tales collection emerged during a very personal moment for the designer.
Under a lighter and symbolic concept, this collection was always viewed as different from the ones available in the original portfolio.
The pieces have the power to become amulets in the shape of jewellery, symbolizing what truly matters to the buyer.
To fully fulfil its potential, the collection becomes a whole new brand: MABOO.
WHAT WE CAME TO BUILD
Maboo fits into the very competitive charm category, against traditional players such as TIFFANY’s – a pioneer in the world of charms – and global PANDORA – the flagship brand for the category.
Our challenge is to position ourselves in a way that represents our internationalization strategy, by finding a differentiation area and preserving the positive attributes the parent brand already owns.
Our goals:
To become a global brand. To create value beyond Luísa Rosas and the Portuguese market.
To become increasingly independent from retailers and physical spaces.
To become a digital brand with a potential to communicate and sell on its own.
To be seen as a piece of jewellery that creates and relays affection.
BRAND ARCHITECTURE
Structures the relations between brands of the same organization.
An architecture strategy structures the relationship between the brands in a portfolio and specifies the roles each one holds within the organization, according to the different supply and demand contexts in the market. Maboo suggests a promise different from the parent brand Luísa Rosas. They are different conceptual and strategic worlds.
There is still the need to use the brand Luísa Rosas to build this brand of differentiated design that enables a special emotional connection. Maintaining this association also helps with commercial issues with retailers, particularly in the early days of the new brand.
The strategy chosen for Maboo is called “hidden endorsement.” It allows the brand to express its personality more freely so that buyers perceive its differentiated proposition. The brand’s visual codes are proprietary and Luísa Rosas’ endorsement is not formal in its signature or in any of its communication elements.
Maboo needs to build its own communication channels, although it is expected that both brands will appear together in some physical and online key points. This must be conducted in a way that preserves the autonomy and consistency of each brand.
OUR ESSENCE
PLACE OF POTENTIAL
The area where the brand is most relevant
Precious symbols that connect us to what truly matters.
STRATEGIC GUIDELINES
The most strategic definitions and their translation into the brand’s exclusive language.
FRESHNESS
ATTRIBUTES
Inspiring
Creative
Innovative
Authentic
Unique
Smart
Contemporaneous
Unpredictable
Maboo has the creative boldness to make something different. A freshness in its way of innovating and defying the logic of a traditional market that has always followed the same formula.
With a contemporaneous design, it creates new symbols in a category of collectible jewellery, and arouses curiosity towards its asymmetrical designs, unique and original. It offers a fresh digital experience with accessible channels, A fluid and engaging immersive experience.
It also entices a reflection at the core of the traditional market by producing retailer friendly pieces. The brand’s design carries a background of creative prowess and representation, appealing to both retailers and buyers.
ENCHANTING DETAIL
ATTRIBUTES
Expert
Passionate
Detail-oriented
Careful
Surprising
Enchanting
Maboo enchants you because it is moved by passion.
A brand that draws jewellery from the best materials through an impeccable technical execution. A brand that believes that its true worth is in its details.
A brand that seeks out to give that extra touch to its packaging, bonding immediately with the client. It wants to surprise you, so, it must go beyond the unexpected.
A brand that places its expertise and creative energy into the making of a unique ritual, a memorable experience.
TRUE CONECTION
ATTRIBUTES
Close
Intimate
Truthful
Affectionate
Timeless
Playful
Versatile
Symbolical
Maboo can relate to each person in a close, intimate and authentic way. It creates a genuine connection because it offers more than jewellery: it offers a timeless symbol
able to translate feelings and represent unique moments.
It transforms jewellery into a personalized charm, inviting each person to reveal an important part of a particular story.
The brand does not want to emulate a scrapbooking experience, with various collectible items. It aims at
providing a unique experience beyond the material.
After all, it’s not quantity that matters, but quality.
