A brand reading
Tiffany & Co..
Lover Desire encased in robin’s-egg blue.
The blue box is the brand. Tiffany sells diamonds; what it actually sells is the moment of being given a Tiffany blue box. The Lover archetype rendered as a single piece of color real estate, defended for nearly two centuries.
The reading.
Lover with a Creator counterweight, expressed.
- Character
- Lover
- Drive
- Love, indulgence, pleasure, intimacy, desire.
- Fear
- Rejection, solitude, loneliness, oblivion, scorn.
- Strategy
- Help people feel more confident and more connected to one another.
- Counterweight
- Creator
- Opportunity
- Jewelry sold stones. Desire-as-a-color was unclaimed.
- Diagnostic
- Expressed
The Lover rendered as a single color. Tiffany sells the moment of being handed a robin’s-egg-blue box, defended for nearly two centuries. The Creator counterweight is the house that owns the shade.
Famous spot
Breakfast at Tiffany’s product placement, 1961