I bought the Helios 40-2 for the swirly bokeh when used wide open - can be stunningly beautiful & weird!
The Jupiter 37a because of its lack of contrast.
But others have been for flares:
And others, like Meyer Optik, for colour.
I've completely abandoned the idea of getting a set of lenses that match - my new ethos is a different lens for a particular situation/shot/effect that i want to get.
But, i suppose i've always taken more photos than video, so there's always been a slight bias in my lens choice.
Also, because i'm using a Canon, there are a ton of picture profiles out there that try to emulate different film stocks, which give you so many more choices for looks as well.