Chérie Amour is a brand based in Pullman, Washington state that promotes the plurality and multiplicity of women, regardless of their race, ethnicity, sexual orientation, body type, skin color, beliefs.

Arcal was tasked with revitalizing Chérie Amour’s brand identity. In keeping with the brand personality, the new visual identity is both femenine and sophisticated. The use of raw photographies helps reinforce the brand's mission of highlighting the beauty of women without promoting unrealistic beauty stereotypes.