Brand Book
Success Tools Training Series
It’s A Brand New Day!
The Arbonne Brand Book articulates the distinctive details and power of our brand
to help you proudly and passionately sell Arbonne — a brand with unlimited potential
whose time is now. The Brand Book is a great guide to help you better understand the
Arbonne brand so that you can create consistent, shareable content for presentations,
flyers, social media or business tools, and ultimately share the Arbonne experience,
opportunity and products with prospects or anyone in your network.
In order to remain a great brand, there must be a common purpose and a consistent
look and feel shared throughout the Arbonne community. The brand must have one
voice that is identifiable, such as images that when seen instantly make the viewer
think Arbonne. From the iconic tree to the Arbonne Independent Consultant logo,
consistently sharing information with the correct font, colors and messaging allows you
to help grow Arbonne brand recognition in the most positive way.
Inside, you will find our mission statement, brand attributes, font usage, color palette
and core values that can help you represent Arbonne as it was intended to be known
and shared.
For more information on how to create compliant marketing and presentation materials,
please visit Advertising > BEST Training, located on The Source.
2016R02 01
©2016 ARBONNE INTERNATIONAL, LLC
ALL RIGHTS RESERVED. | ARBONNE.COM
Immerse yourself in the words and phrases that will help you describe the feeling and
experience that is Arbonne: pure products… pure lifestyle… pure joy. Then it’s up to you
to determine how this will guide your Arbonne branding strategy for your business. Make
sure your business identity is aligned with and representative of the Arbonne brand.
To find images that can be compliantly shared, please visit the Digital Toolkit. Some
of the images Arbonne uses are restricted for use by copyright and cannot be used
in Independent Consultant created materials. Independent Consultants must use the
their country specific advertising disclaimer for all advertisements, promotional items &
training materials:
• This material has been produced by <name of Independent Consultant>, an
Arbonne Independent Consultant, and is not official material prepared or provided
by Arbonne.
• Arbonne makes no promises or guarantees that any Independent Consultant will
be financially successful as each Independent Consultant’s result s are dependent
on his or her own skill and effort. Actual financial results of all Arbonne Independent
Consultants for the proceeding year are contained in Arbonne’s Independent
Consultant Compensation Summary. You may view the Independent Consultant
Compensation Summary on Arbonne’s official website at arbonne.com > Your
Opportunity > Compensation > Compensation Summary.
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 Branding
 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.
 Who is Arbonne
People are terrific.
Business is great.
Life is wonderful!
Petter Mørck
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.
Describe Arbonne
Arbonne transform
pure, botanically ba
in scientifically tested
healthy lifestyle, an
helping others.
ms lives through

Mission Statement
ased ingredients
d products, a pure,
nd the pure joy of
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 Brand “Why”
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 definitely
ahead of his time.
Brand Personality
Mother Nature
Born from botanicals. A nurturing
earth lover and protector (with a
degree in science).
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.
Mother 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.
 Pure: free from extraneous matter. Clean, wholesome, More words...
authentic, genuine, complete, without faults, perfect.
Simple, elegant, vibrant, beautiful, wellness,

Words & Phrases

Safe: tested to protect from or not exposed to any danger, risk or harm. lifestyle, premium, real, meaningful, goodness,
science, smart, truthful, integrity, honest,
Beneficial: producing good or helpful results or effects. awesome, amazing, love.

Healthy: indicative of, conducive to, or supporting good health.

Normal, naturally derived, and desirable.
Phrases
Happy: delighted, glad, or pleased, as over a particular thing. These are some phrases people can use in
Characterized by or indicative of pleasure, contentment, or joy. discussion or marketing the Arbonne brand.

Joy: the emotion of great delight or happiness caused by Happy healthy lifestyle
something exceptionally good or satisfying. A source of pure delight
or pleasure. Something or someone greatly valued or appreciated. Healthy is the new happy
Give yourself a happiness raise
Mindful: maintains a moment-by-moment awareness
of our thoughts, feelings, bodily sensations, and Your fire, our engine
surrounding environment. Conscious or aware of things. Smart is beautiful

Transform: to change in condition, nature, or character.

Inspire a difference
A thorough or dramatic change in form or appearance. Future friendly
Inspired by nature
Life-Changing: having such a strong effect
that it changes one’s life. Clinically tested
Let’s make today fun
Authentic: having the origin supported by
unquestionable evidence. Accurate, real, reliable. I will light up every room I walk into
Living beautifully
Green: committed to the well-being of the environment.
Youthful, vigorous.
Your beautiful life. Pass it on.
Living proof
Confidence: full trust, belief in the powers, trustworthiness,
It’s in our nature
or reliability of something. Certitude, assurance.
No looking back
Botanical: a substance pertaining to, or derived from plants.
Leave it to Mother Nature
Botanicals can be used in nutrition as food supplements.
Best life now
Lead: to serve as a channel for. To guide something A product of the product
or someone along a way.
Feeling good
Community: a feeling of fellowship with others, as a result of Beauty with brains
sharing common attitudes, interests, and goals.
Strike a balance
Aspirational: A strong goal, aim or ambition to better something. The power of giving back
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 Arbonne Advantage
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 Transformation
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.
Statement of Purpose 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 Pure, 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 Beautiful Life. Pass It On.
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 Fire. Our Engine.
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.
The Power of Giving Back
Change Starts With Me
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


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.
Brand Attributes
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.
 Core 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.
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.

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.”
Color Palette
The Arbonne Advantage has two sides: our superior culture of compliance by empowering our Independent
products and a life-changing business opportunity. The Consultants with the tools they need to build successful
“double a” mark consists of two elegantly connected and sustainable businesses for the long term. Together with
lowercase a’s, using design and aesthetics to convey our Independent Consultants, we are striving to transform
the duality of the Arbonne Advantage uniting to form one the Arbonne journey of each unique individual, for their long
extraordinary brand. term success, so that we may all strive to improve the lives
of others. Contact us at BEST.arbonne.com.
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 .5x
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 x
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

.5x
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
.5x .5x
The Logo
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.
 E 1C
®

N 1
T O r a y .0.80

The Brand Color

N 1
PA ol G 0.04.86.9 5b
C o YK 8 #5456
CM B
RG X #
HE

NE .8
N TO 2
00
4.1 .44
PA 3 C 75 4.139 c
.

3 6 YK 7 4a8b2
CM B
RG X #
HE

O NE 00
.19
N T 2 . 1 1
4.3 8.4
PA 4 C 7 73.11 29
3 6 YK 4976
CM B
RG X #
HE
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 Font
Pure Products  •  Pure Lifestyle  •  Pure Joy  •  Pure Arbonne

ARBONNE.COM

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