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3
SUMMARY
Part 1 : Branding / Brand Book 3
Part 2 : Advertising campaign 21
Part 3 : Scenography, Street Marketing & Retail Design 25
Part 4 : Packaging 31
Part 5 : Naming 33
Part 6 : Web Recommendation 39
Part 7 : Innovation 45
4 5
Part 1 : Branding / Brand Book
6 7
The CAPelSToRe MAle
Capelstore specializes in large size fashion clothing and sportswear for men .
Context / The brand had recently been bought by a hedge fund.
The new strategy / lift and reposition the brand.
What did I have to do ?/Audit the brand, market, trends and customer.
So who is the new target ?/The Male Model
The Male Model :Strength, humanity, Serenity, humor, Respectability.
I AM CloSe To...Umberto ecco, Anthony hopkins, Jeremy Irons, Vince Vaughn, lambert Wilson.
The CAPelSToRe MAle
8 9
I loVe...expensive cigars (an authentic and special pleasure), Jacobsen furniture.
For his strong/profound sense of space and light I love Frank lloyd Wright houses/architecture. I love backgammon, Santa Maria de Novella eau de Cologne and my friends.
every year I go to Rolland Garros with my friends and my family.
The CAPelSToRe MAle
10 11
I ColleCT...Shoes, socks (I have a real crush on Burlington) and watches.
The CAPelSToRe MAle
12 13
I ReAD, I lISTeN To...Bob Dylan, Clapton, Jonathan Coe, Nancy huston, Alice Ferney et Rimbaud.
The CAPelSToRe MAle
14 15
I TRAVel...to Scotland for the endless landscapes, the Whisky roads and the long walks with my golden retriever. To San Francisco because it the most european town in the United States. To Burgundy for history, Peace and Wine.
The CAPelSToRe MAle
16 17
MY WIFe WeARS...Cacharel for the liberty touch, Paul and Joe because she still looks young and fresh.
The CAPelSToRe MAle
18 19
FoR Me lUxURY IS...Made-to-measure shirts, Romanée Conti, vintage louis Vuitton trunks, the eagle Speedster Jaguar.
The CAPelSToRe MAle
20 21
WheN I’M NoT WeARING CAPel I WeAR...
Dunhill, CP Company, lanvin, Paul Smith, Tod’s.
The CAPelSToRe MAle
22 23
MY IDeAl (IN lIFe):A life full of simple, succulent, authentic pleasures. Being surrounded with sincere, open-minded, humble people.
A successful professional life which offers me the liberty to be in a total harmony with what I have always expected from life/ in total harmony with my ideals.
The CAPelSToRe MAle
Part 2 : Advertising campaign
24 25
eMoI eMoI CoSMoGeN
Context / Two young, successful women created an
online concept store for trendy mums-to-be.
Project / The conception of web and press advertising.
The idea / To create a cosy and appealing advertisement
which presents pregnancy as an opportunity to be
fashionable and unique.
Facts / Cosmogen is a French company recognised as a pioneer in the design and production of cosmetic brushes, accessories and packaging.
The request / to Create an advertisement for the cosmetic professional press.
The concept / Play on the « bestial » side of the leader.
26 27
CeGID
Part 3 : Scenography, Street Marketing & Retail Design
CeGID
Who is Cegid ? A provider of software solutions for companies, entrepreneurs and the public sector.
What was the main objective of this campaign ?
Reinforce its position of key international company for leading luxury and fashion retail brands.
What is the concept ?
Leave behind the « impersonal » software universe and introduce the brand with the codes and language of a luxury, fashion brand.
28 29
WeINBeRG
Facts / An old French fashion brand which has existed for
more than 60 years.
The challenge / Modernize and rejuvenate the brand.
Target younger, trendier women .
Work content /In-depth audit of the brand, its cultural heritage/its
background history, its values, competitors and trends.
Recommendations / A new brand identity, new logo, new retail design , new website .
Issue / Start a revolution without overlooking history. Lift the brand without losing sight of the DNA of the brand.
Key words / freshness, respect, tradition , memory and modernity.
30 31
le lIVRe De PoChe
Last year, the French publisher celebrated its 60 anniversary.
The idea
To make the brand active and dynamic all year long.
32 33
Part 4 : Packaging
34 35
DoCTeUR PIeRRe RICAUD
Doctor Pierre Ricaud is a French cosmetic brand.
Project / Create a range for men .
Part 5 : Naming
36 37
SAGACITY loVING SToNe
Creation of a name for a new companySagacity
Consulting agency specializing in urban development
*Property management agencyCeGID
Creation of Tagline
« Life is made of solutions »le lIVRe De PoChe
« A life to read »
38 39
VeUVe ClICqUoT
Creation of a name for a new range
40 41
Part 6 : Web Recommendation
42 43
CADBURY FINGeRS
Re-Interpret the story telling of the brand.
Create a magic, game-like universe and develop the child aspect of the brand.
CADBURY FINGeRS
44 45
DeRhY KIDS
Create a new web identity,refresh the positioning and
redefine the target.
Our decision:
To focus on the concept of expatriation : multiculturalism, open mindedness and to develop the idea of “a universal home”.
46 47
Part 7 : Innovation
48 49
le lIVRe De PoChe
The smart book for The Livre de Poche I undertook a personal project which I presented directly to the Hachette group top management. Review /
As the development of the e-book is booming, the paperback must be re-invented and find a way to create a new link with the reader (and lengthen book life)
“Introspection”The Livre de Poche confines its books to a few personalities/celebrities (actors, producers, singers, comedians, journalists…).
The personality reads the book and while reading
annotates the book with his/her personal feelings
(memories,political remarks….)
To Create an interesting and “resonating” couple: the
author of the book / the personality.
After that Le Livre de Poche will mass produce and
print the book.
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