Tag Archives: brand identity

Inspiring!

When it comes to retail concepts, few brands create spaces as diverse and conceptual as Camper and Aesop. Both brands, though fundamentally different in their origins and sales offerings, showcase a strong affinity to design. Design plays an instrumental role in the consumer experience of their brand.  Choosing design innovation as a life style that applies not only to their product allows them to push the envelope for unique solutions with every new store they open. In addition it is to note that Aesop often uses recycled materials or packaging elements creatively in new context. What makes it special is the fact that they team with independent designers (often locals reflecting best on local context) in creating shop concepts, ensuring each is totally unique in its setting in opposition to the trend of global uniformity.

Here are some of their most remarkable designs.-Truly inspirational!

 aesop paris

 aesop paris 2

 aesop melbourne

 aesop brisbane

 aesop singapore

 aesop strand arcade

 aesop brisbane 2

 aesop new york grand central

 aesop new york nolita

 camper vienna

 camper london

 camper lyon

 camper granada

 camper new york

 camper san francisco

 camper sevilla

 camper osaka

Advertisements
Tagged , , , , , , , , ,

case study: branded design – the genetic code / part 1

The brand and “its body”

I often get asked how we develop retail design concepts for brands that need to retain their identity in multiple formats and locations. “What is your approach and process?” I’m asked.

The first part in the design process is finding the brand’s genetic code – the identity – so that we can build the design around it. Our task is to develop a “face” for a brand in the beauty and luxury industry. We then use the “face” of the brand to develop concepts for environments – concepts that can be translated into multiple retail formats, from small department store kiosks to full size retail stores.

Example: smashbox cosmetics was born in a photostudio. The esthetic of a studio set is the driving DNA behind the brand.Example: smashbox cosmetics was born in a photostudio. The esthetic of a studio set is the driving DNA behind the brand.

A brand’s DNA, the genetic code that created the brand, is what defines it and sets it apart. Often, this code has been altered or watered down over years of brand development. This comes naturally with management changes, brand extensions, and global expansion. If you dig hard you can usually trace the origins of the brand, which are the key elements that made it unique in its origin and eventually made it successful. To create an effective physical design to represent a brand, which can live independently of size and location, it must be close to that original DNA.

Think of it this way: the DNA code is in the brand, and the body is the physical retail space created by the brand’s code. The code is the smallest common building block that is embedded into any design expression. It becomes the common thread in all the design formulations to come.

The power of a brand is in its core message and we use it as the driving idea behind any aspect of the branded design.

Tagged , , , , , , , , , , , , , ,
Advertisements