Vips Design & Branding INFLATABLE LOGOS by Leo Burnett Iberia Madrid

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Art Director Hector Losa
Copywriter Antonio De Federico
Account Supervisor Carmen Corujo
Illustrator Gilberto C. Barros, Serial Cut
Released March 2012

Credits & Description

Category: Posters
Advertiser: VIPS
Product/Service: VIPS
General Creative Director: Juan Garcia-Escudero (Leo Burnett Iberia)
Creative Director: Antonio De Federico (Leo Burnett Iberia)
Creative Director: Hector Losa (Leo Burnett Iberia)
Copywriter: Antonio De Federico (Leo Burnett Iberia)
Art Director: Hector Losa (Leo Burnett Iberia)
Art Director: Gilberto Barros (Leo Burnett Iberia)
Illustrator: Serial Cut
Illustrator: Gilberto Barros (Leo Burnett Iberia)
Production: (The Mushroom Company)
Group Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Account Supervisor: Carmen Corujo (Leo Burnett Iberia)
Account Executive: Jesús Colmenar (Leo Burnett Iberia)
Media placement: X - X - X

Describe the brief from the client
VIPS is a specialist chain of urban restaurant/convenience-gift stores with more than 40 years history. VIPS is known for its unique mixture of extended opening hours, varied dishes and special gifts. VIPS's formula had been a success, but pressure from new competitors pushed them to their biggest ever product revamp and overall relaunch

Describe how you arrived at the final design
The list of novelties and improvements was so vast (new dishes, gifts, better service, improved stores, etc.), that our challenge was to communicate everything without losing impact or clarity. So we decided to develop different logos, one for each novelty, that were messages in themselves but all using the same style to maintain the awareness. We created mini-brands which together built the new VIPS brand image.