Viktor and Rolf has a very beautiful, successful logo. It is a V&R monogram inside of a circle, which is stamped on wet wax. It is typically colored black, and it is bold and original. Next, they focus their fragrances around light, neutral, easily readable, simplistic colors. For example, their first fragrance, Antidote, is green themed. Their second scent, Flowerbomb, is in a pink bottle, with a pink ad campaign, and has a black V&R logo stamped on it. Next, their third fragrance, Eau Mega, is in a bottle with a gold lid with a gold logo stamp, and an ad campaign in a golden cityscape with a model wearing a gold dress. Not only are these fragrance designs well thought out, they are great tangible branding elements in the company. See, these two signature scents connect us to the design house, reminding us that, when we wear the scent, we are identifying ourselves with the brand. Viktor and Rolf use a great amount of motion when their designs are being modelled down the runway, and also on their website. The website is nothing short of interesting and whimsical - you can move throughout 3D rooms of marble and explore their runway shows, fragrances, etc. Whimsicality is added in the fragrance room, as a toybox song trinkles in the background as you read about the house's scents. If you have not ever felt a great amount of image from Viktor and Rolf, I believe that viewing their website should help you out!
INTANGIBLY,
Creatively, I think Viktor and Rolf does well in conveying their brand image. Elegance and pastel hues are present in all of their work, and their website rounds the "Dollhouse" feel that the designers love to convey. Also, I think that by viewing their runway shows, it is clear that their mindset is part fine art, part surreal. One suggestion is about their company size. They are still quite small, and hard to access. For example, I have never been to their flagship store in Milan, and may not ever be able to fully experience their services and sensations that the house provides the world with. In order to know all of their company's policies and services, I would have to look them up on the website. Product-wise, I think they are in good shape, having a creative touch in their accessories, ready to wear, original doll exhibitions, and intriguing books. Perhaps next, they could create and show a documentary of their design process. That could be a great collectible for all their fans! :)
IN SUM,
I think Viktor and Rolf offer a great level of individuality and creativity in the brand elements. I believe that their tangible elements are much more successful than their intangible elements, though. For example, their logo is striking and creative, and does not look mediocre. Also, when I think of the brand, I think of beautiful spicy and floral scents, fine art, avant garde style (daring) designs, and pastel colors. Because of their luxury status level, it may be difficult them to reach all kinds of consumers in the market. (This may not matter to much to them, though!) I guess this is the problem with most luxury brands...unless you get the lucky chance of experiencing it first hand, you hear about fabulous service and quirky exhibits through newspapers, blogs, and peers. Also, since Viktor and Rolf aren't that old of a brand, I think the lifestyle that is defined with their designs is still a bit vague. For example, you see a Chanel suit, you know that a classy, put together, luxurious woman will be sporting it. For Viktor and Rolf, I think their market consists of luxury level abstract, adventurous artists and celebrities. Something inside me believes that it could be a bit more well defined, though. (Perhaps this is because you don't see too many people wearing Viktor and Rolf out and about?)
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