De Bijenkorf Design & Branding POSTER CAMPAIGN by Vbat

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POSTER CAMPAIGN

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market Netherlands
Agency Vbat
Creative Director Saskia Vermeulen
Art Director Daan Hermelink
Photographer Chris Hutter
Released April 2010

Credits & Description

Category: Posters
Advertiser: DE BIJENKORF
Product/Service: DEPARTMENT STORES
Agency: VBAT
Date of First Appearance: Apr 15 2010
Entrant Company: VBAT, Amsterdam, THE NETHERLANDS
Creative Director: Saskia Vermeulen (VBAT)
Art Director: Daan Hermelink (VBAT)
Brand Director: Theo Lindemann (VBAT)
Account Manager: Cindy Quirijnen (VBAT)
Chief Marketing Officer: Robert Bohemen (de Bijenkorf)
Marketing Specialist Brand Identity: Stein Janssen (de Bijenkorf)
Photographer: Chris Hutter (Chris Hutter Fotostudio)
Image Manipulator: Oivier Mul (Chris Hutter Fotostudio)
Media placement: Poster Campaign - Instore Departmentstore - 15-04-2010

Describe the brief from the client
De Bijenkorf is the only premium department store in the Netherlands, however this unique position wasn’t reflected in their existing brand identity. To fully exploit the potential of the brand, de Bijenkorf needed more than an identity which confirmed its premium position; it needed a rich design language to really fulfil its role as an inspirational brand.

As part of the rebranding exercise VBAT were asked to develop a number of eye-catching posters for key departments within the store, each reflecting a specific product group in an inspirational way.

Describe the challenges and key objectives
In the past de Bijenkorf has used simple, geometrical patterns as a basis for all their communication items, visually losing touch with the more emotional, fashion side of their business.
Our objective was to create an ownable, emotionally driven design language for de Bijenkorf, reflecting its importance as a fashion house for the stylish, modern woman. The hexagon has been part of the brand identity for more than 45 years, in fact de Bijenkorf means bee-hive. The new design language retains the iconic hexagon and brings it to life as a dynamic, living shape.

Describe how you arrived at the final design
An iconic poster series which brings the hexagon to life using premium imagery to reflect the essence of the brand’s character. More than just filling a hexagon, the posters are quintessentially de Bijenkorf, genuine, rich and sensual.

Give some indication of how successful the outcome was in the market
De Bijenkorf has recaptured it’s premium status, the rebranding has been a very visible signal of this success.