Bulgari— Redefining luxury for an iconic Italian jewelry brand

The Brief

Bulgari asked Aruliden to help them align markets across the world with a singular brand purpose. We began with a trip to the Bulgari 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 campaign for watches and the beginning of a 3 year strategic partnership with Bulgari.

  • Services

  • Brand Strategy

  • Art Direction

  • Digital Experience

  • Motion Design

  • Packaging

  • Environmental


Unlike competitors in luxury jewelry, the Bulgari brand is about multiplicity and being larger than life.

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.

All In NYC—
A revitalization campaign for the city we love
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