Botanique | New Collection

Bigben is a jewelry brand from Grupo Bergerson, with stores in Paraná and Santa Catarina and an online store. Botanique is its collection launched on November 10, with 15 pieces in 3 sets, made in 18k gold with pearls and gemstones.

The brief asked for a key visual that joined the Bigben identity to the collection's proposal and worked as a manifesto. The campaign also had to carry the collection from launch to Christmas without relying on discounts.

The Big Idea is "Delicadeza para quem permanece única". Each part has a job. Delicadeza is what the collection offers, and it comes from nature. "Para quem" is an open dedication, so the loyal customer, the new one and the person choosing a gift can all recognize themselves. "Permanece única" is authenticity over time, trends and routine.

The word "única" already belonged to the brand. Here it describes the woman, not the product, and the jewel becomes the gift that honors that permanence. That is why the campaign does not need to talk about price or promotion to create value. The manifesto closes the idea: flowers, leaves and branches become jewelry, to wear, to give, to keep for a lifetime.

The Botanique logotype is a high-contrast serif with a fine-line ornament of branches and leaves. It appears in burgundy over cream and in white over burgundy. A line monogram "B", a star-shaped flower used as a divider and the spaced uppercase BIGBEN signature keep the parent brand present.

Each piece sits on a paper card with an irregular deckle edge, placed over watercolor botanical illustration or a tonal pattern background. The card frames the jewel like a specimen, with a soft shadow, and the same composition repeats across feed, stories and KV.

The main contrast is between deep burgundy and cream. Burgundy works as a textured background with a tonal floral pattern, and cream works as a watercolor paper. The yellow gold of the jewelry is the third tone.
Green, lilac, pink and blue come only from the illustrated flowers. They stay at the edges of the layout, so the jewel keeps the center and the warm palette stays controlled.

The model has red hair and fair skin, and she smiles in every frame. Crops favor the neckline, the hands and the ear, which are the places where the jewels are worn. Lilac and pink flowers sit in the foreground over a burgundy backdrop.

Her nude outfit with a subtle sparkle talks to the gold and the pearls, and the warm skin tone repeats the palette of the pieces. The photography sells a mood of calm, not pose or luxury display.

The campaign was planned in four phases: pre-launch, launch, sustain and closing. In the pre-launch the KV carries the message alone, with no jewel on screen. At launch the pieces appear inside that universe, and the Big Idea gets its full signature.

The vertical stories below reuse the same elements: the teaser with "New collection", product cards, model crops and the botanical illustrations at full scale. The 9:16 format keeps the centered composition of the feed.

Botanique gives Bigben a collection that can be recognized before any jewel appears. Color, logotype, paper card and illustration do that work.

The system also keeps the tone consistent over time. It speaks about meaning, not price, and that lets the collection stay present through the Christmas season without entering the logic of discount.

Project created in 2026 at Annexo.
Brand strategy and branding: Bruno Chiamulera
Creative Direction: Suelyn Rodrigues
Art Direction: Guilherme Casasanto
Graphic Design: Guilherme Casasanto and José Rigoni
Copywriting: Suelyn Rodrigues
Todos os direitos são de propriedade da Bigben e do Grupo Bergerson.