Bulgari— Redefining luxury for an iconic Italian jewelry brand

The Brief

BVLGARI, part of the LVMH family of brands, asked Aruliden to help build a singular brand vision, rooted in the iconic brands’ heritage, yet evolved for today. We began with an in-depth look into the BVLGARI archives to uncover and articulate what made the brand successful 100 years ago. We interviewed stakeholders, unearthed iconic assets, and worked together with the Bulgari team to develop core strategic brand principles that manifested in a physical brand book. This strategy quickly shaped the global platform, aligning all markets, and campaigns- across categories.

  • Services

  • Brand Strategy

  • Art Direction

  • Digital Experience

  • Motion Design

  • Packaging

  • Environmental


Serpenti Launch Campaign


Launch of Bulgari iconic Serpenti. In this launch film and social campaign, we tell the story of the watch being born from golden sand as it slivers through the desert. The film was first released at the Basel Watch Fair and then used extensively across social and digital assets.

BVLGARI pushes the boundaries of modern watchmaking with the Octo Finissimo and the thinnest-ever mechanical chronograph in history. We developed a campaign that seamlessly interweaves high-speed photography and photoreal CGI for an explosive look that crosses from film to OOH to print to digital.

Motion design by Sibling Rivalry

Brand Bible


Brand bibles are typically static, templated documents that give clear programmatic instructions on how to use the brand. But Bulgari never does anything typically. They wanted to take a fresh approach to their brand bible — quite literally bringing it to life. This unique expression quickly became a powerful internal rallying cry. And it was our very first assignment with Bulgari, turning us into fast experts on the brand.

An invitation to return humanity to the wild
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