Brand Book

Arbonne means beautiful tree.

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.

~ World’s Greatest Brands

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.

Why B

randing

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.

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

Who

is Arb

onne

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 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.

Describ

e Arb

onne

Arbonne transforms lives through pure, botanically based ingredients in scientifically tested products, a pure, healthy lifestyle, and the pure joy of helping others.

Arbonne transforms lives through pure, botanically based ingredients in scientifically tested products, a pure, healthy lifestyle, and the pure joy of helping others.

Missio

n Statem

ent

The best of science and nature.

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.

The B

rand “W

hy”

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.

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

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

Brand

Perso

nality

From the fields of nature to you.

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.

Mo

ther Nature

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.

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

PhrasesThese 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

Wo

rds &

Phrases

Pure: free from extraneous matter. Clean, wholesome, authentic, genuine, complete, without faults, perfect.

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

Beneficial: producing good or helpful results or effects.

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

Happy: delighted, glad, or pleased, as over a particular thing. Characterized by or indicative of pleasure, contentment, or 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: 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: having the origin supported by unquestionable evidence. Accurate, real, reliable.

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: a substance pertaining to, or derived from plants. Botanicals can be used in nutrition as food supplements.

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.

Essential oils, not synthetic.

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 A

rbo

nne Ad

vantage

Pure. Safe. Beneficial.™

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.

Pure products… pure lifestyle… pure joy

Pure Transfo

rmatio

n

From the ocean’s natural ingredients to you.

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.

Statem

ent of P

urpo

se 1979

Botanically based ingredients in scientifically tested products.

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.

A P

ure, Healthy Lifestyle

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 B

eautiful Life. Pass It O

n.

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 F

ire. Our E

ngine.

Green and growing.

Earth-friendly packaging. Please recycle.

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.

Change Starts With Me

The P

ower o

f Giving

Back

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

Attrib

utes

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 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.

Co

re Values

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 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.

Co

lor P

alette

x

.5x

.5x

.5x.5x

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.

The Lo

go

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.

The B

rand C

olo

r

PANTONE®

364 C

CMYK

74.32.100.19

RGB

73.118.41

HEX #

497629

PANTONE®

363 C

CMYK

75.24.100.8

RGB

74.139.44

HEX #

4a8b2c

PANTONE®

Cool Gray 11 C

CMYK

0.0.0.80

RGB

84.86.91

HEX #

#54565b

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 Fo

nt

Pure Products • Pure Lifestyle • Pure Joy • Pure Arbonne

ARBONNE.COM

2016R01 01©2016 ARBONNE INTERNATIONAL, LLCALL RIGHTS RESERVED. | ARBONNE.COM