We design brands that create value—category-defining

brands that rise top of mind, center of heart and at the

bottom line. We do this for emerging sectors, new

products and evolving categories—for start-ups to the

Fortune 50.

At the heart of it, we design brands that people

connect with, understand, pick up, talk about or maybe

even love (and what brand doesn’t want to be loved or

understood).

Founded by Philippe & David Becker in 1998.

22 creative, sharp, passionate, dedicated and

collaborative people based in San Francisco.

Numerous design and industry awards.

What we doBrand Strategy

Brand Building

Brand Creation

Brand Strategy• Consumer insight

• Positioning

• Brand stories

What we do

Brand Building• Increase brand relevancy

• Revitalize existing equities

• Line extensions

New Brand Creation • Develop brands in emerging categories

• Create holistic brands from scratch

• Stretch brands into new categories

• Concept development; NPD ideation

Core practices

Strategy

Package Design

Naming

Brand Identity

Structure

Print

Communication

before

Organics for All.

Objective: Create a new organic brand from the ground up, built on the proposition that great tasting organic food should be available (and affordable) to the widest audience possible.

What we did:New brand creation

• Strategy• Positioning• Naming• Design• Implementation• Brand book and video

before

Open a Waterfront Bistro at home.

Objective:Redefining the category with a new brand of restaurant quality seafood at home.

What we did:New brand creation

• Naming• Brand identity• Package design• Brandscape video• Brand guidelines

A Brighter World.

Objective: Create a new brand of sustainable household products that delivers the kind of efficacy customers expect from non-green cleaning products.

What we did:New brand creation • Brand identity• Package design• Brandscape video• Brand guidelines

before

Born from the Wisdom of Moms.

Objective: Create an emotional dialogue with moms via new packaging

What we did:New brand creation

• Brand identity• Design• New category

development

Retail Branding

Prior to working with Safeway, PhilippeBecker enjoyed a seven-year relationship with

Whole Foods Market developing a range of new category brands, as well as launching 365 Organic.

We continue to create and revitalize brands in the non-grocery sector. Most recently we completed the design of 10 new brands for Michaels. Following are some examples of

our work.

Whole-istic Brand Development.

Client: Whole Foods Market

Objective: Launch the 365 Organic brand and develop a comprehensive brand architecture for new destination categories.

What we did:Brand buildingBrand creation

• Strategy• Packaging• Implementation• Brand guidelines

Crafting 10 new brands brands for North America’s largest specialty retailer of arts, crafts and framing.

Client: Michaels Stores

Objective: Revitalize the image of this category leader by creating destination brands driven by consumer insights and lifestyle needs.

What we did:New brand creationBrand revitalization

• Marketplace and consumer insights

• Brand positioning• Naming• Brand identity• Packaging design• Brand communication

Garnering loyalty with signature destination brandsand seasonal favorites.

Client: Williams-Sonoma

Objective: Create signature destinationproduct lines across the Williams-Sonoma store.

What we did:Brand building

• Brand identity• Packaging

A new personal care brand created with signature ingredients from around the globe—THERE is a destination for the mind, body and spirit.

Client: Cost Plus World Market

What we did:New brand creation

• Marketplace insights• Brand strategy/positioning• Naming• Brand identity• Packaging design• Copy writing• Brand rollout

CPG Brands

PhillipeBecker partners with a wide range of CPG brands across diverse categories.

Our projects range from global brand launches to national brand revolutions. Following are a few examples of our work.

Innovative new culinary kit for 2.

Client: Nestlé USA

Objective: To develop the brand and packaging for this category-defining new product.

What we did:New brand creation

• Marketplace Insights• Brand architecture• Brand identity• Packaging

Hands-on alliancewith IDEO for a brand that keeps germs off hands.

Client: IDEO/CleanWell

Objective: PhilippeBecker was invited by IDEO to partner on the development of natural line of cleaning products and hand sanitizers.

What we did:New brand creation

• Brand identity• Packaging

We like wine (a lot). So we created our own brand from scratch.

What we did:New brand creation

• Identified market opportunity

• Product development• Sourcing• Positioning• Naming• Brand identity• Packaging• Brand communication• Web

POINTS POINTS86 89

Vegetarians can have their steak and eat it too.

Client: Garden Burger

Objective: Inspiring a mouth-watering trip around the globe for these full-flavored garden steaks.

What we did:New brand creation

• Brand identity• Packaging design

before

before

Making the computer personal with this global rebrand

Client: Hewlett-Packard

Objective: Integrated branding for 100+ consumer products in six languages, across multiple product categories.

What we did:Global brand relaunch

• Packaging• Branding guidelines

T-Mobile packaging agency of record since 2003.

Client: T-Mobile USA

Objective: Launch new signature brands.Rebrand of franchise products.

What we do:Brand buildingBrand creation

• Marketplace insights• Structure/innovation• Packaging• Collateral• Brand communication

High-touchbranding for myTouch launch.

Client: T-Mobile USA

Objective: Create a brand that delivers on the promise of personalization and self expression enabled by this latest platform.

What we did:New brand creation

• Structure• Brand identity• Packaging• Collateral• Launch materials

Raising the bar.

Client: Continental Mills

Objective: Improve taste appeal, messaging, consumer navigation and shelf standout for this premium brand of brownie mix.

What we did:Brand revitalization

• Consumer insights • Packaging

before

Waking up a brand Brand New Brand.

Client: Brand New Brands

Objective: Packaging refresh for a sleep beverage launched by the health and wellness incubator, Brand New Brands.

What we did:Brand revitalization

• Branding• Packaging

before

Expressing a new world of possibility.

Client: Microsoft

Objective: Make the brand relevant to programmers and creatives who use these robust web authoring tools.

What we did:Brand revitalization

• Packaging• Launch collateral• Brand guidelines

before