4 Case studies from Berard Associates

S T R AT E G Y & B R A N D D E V E L O P M E N T PA C K A G I N G & P R O D U C T D E S I G N C O R P O R AT E & B R A N D I D E N T I T Y R E TA I L E N V I R O N M E N T 1

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Bérard Associates has extensive experience in in-store development, particularly within the luxury segment. This includes all aspects of point of sale materials as well as environmental design. Lately, Bérard Associates has worked with Procter & Gamble on in-store development in the mass category (Olay), prestige brands (DDF), and the Frédéric Fekkai brand seeking broader retail distribution. As a company, we strongly believe and live by a holistic approach to the brand experience; every piece of the puzzle has to speak in unison in order to create a forceful identity for the brand. With this in mind, we believe retail communication - and the development of in- store material - cannot be created in a vacuum, rather it has to deliver the same brand cues as all other parts of the equity. Bérard Associates create the complete brand experience including logo-development, packaging and environmental design, advertising, collateral material and in-store material. Our approach is to immerse ourselves in all of the consumer touch points, creating the unique language that sets the brand apart from its competition. We are not a display company and never will be; we look at the retail environment as an equally important strategic bearer of the brand experience, a place where the consumer will feel at home, safe and secure when choosing our brand. OUR CLIENTS American Express Kiehl’s Since 1851 Anew Laura Mercier Avon Mark Cross C.O.Bigelow Mousse Partners L’Oréal The Procter & Gamble Company Becoming Avon Pink, Victoria’s Secret Chateau Canon Rauzan Segla Christian Dior Revlon Circle of Beauty Temple St Clair DKNY Donna Karan Telerama Erno Laszlo Tesco Estée Lauder Tiffany Frédéric Fekkai & Co. The J. Peterman Company Godiva Chocolatiers Saks Fifth Avenue Granado Farmácias Desde 1870 Ulta John Frieda Wertheimer & Frère 3

Having worked extensively with the luxury make-up brand Laura Mercier for more than 10 years, completely redefining her brand identity; logotype, primary and secondary packaging design and signature color, we created a retail concept that was a first for the brand. Originally introduced at Henri Bendel in New York, this in-store environment became the global brand presence. This store design focused on creating a new strategy for category segmentation, including the development of a specific skincare and fragrance section to build awareness beyond expertise in color. Also included was the design of unique Laura Mercier counters, product displays, brand communication LAURA MERCIER CASE STUDY and POS material such as category tester units. 4

LAURA MERCIER FLAGSHIP COUNTER BENDEL, NYC 5

LAURA MERCIER FLAWLESS SKIN PACKAGING TESTER UNIT 6

LAURA MERCIER NATIONAL ADVERTISING 7

Creation of a luxury haircare brand, including retail and spa design. Frédéric Fekkai sought out Bérard Associates to help him create a luxury haircare brand and establish an image that communicated the upscale, indulgent experience of a trip to Provence – his origins. Bérard designed product packaging for all Fekkai product categories, and created the entrance floor and retail space for the flagship Provencal salon; as well as all point of sale display materials for department store distribution. FRÉDÉRIC FEKKAI CASE STUDY In-store work with the Frédéric Fekkai brand continues today, even after the Procter & Gamble acquisition. 8

FEKKAI FLAGSHIP SPA, RETAIL AND ENVIRONMENTAL DESIGN 9

color haircare skincare FEKKAI TESTER DISPLAYS 10

Godiva Chocolatiers, the premium Belgian chocolate makers, wanted to leverage the Godiva brand into an entirely new self-treat category. The traditional “gold box”, primarily purchased only for gift giving, limited global growth. Bérard Associates led the creation of all work, from the overall brand message, naming, logo and packaging design, and the development of displays created to expand distribution into airports, coffee shops and bookstores. The launch of a new business category for this 82-year-old brand was a monumental step and a huge success, delighting a consumer who wanted to enjoy Godiva for an everyday indulgence. G O D I VA C H O C O I S T E CASE STUDY 11

GODIVA CHOCOISTE PACKAGING 12

Expanding from the successful work done on logotype and packaging design for the luxury jewelry designer, Temple St. Clair, Bérard Associates was awarded the project to develop all in-store work for brand. The work resulted in retail boutique designs, “shop in shop” within Saks Fifth Avenue department stores, as well as the complete in-store environment for her Russian flagship store. Elements included the creation of signature light fixtures using her iconic necklace design creating a unique environment that represented her brand essence and set her apart as a US luxury brand. T E M P L E S T. C L A I R CASE STUDY 13

© 2007 TSC. © 2007 TSC. Rock Crystal Collection Celestial Charms templestclair. com available at Saks Fifth Avenue and luxury retailers 800.590.798 5 templestclair. com available at Saks Fifth Avenue and luxury retailers 800 . 590.79 8 5 TEMPLE ST CLAIR NATIONAL ADVERTISING 15

TEMPLE ST CLAIR COLLATERAL MATERIALS 16

his packaging work. Jérôme moved to New York JÉRÔME BÉRARD As principal and creative director, Jérôme Bérard to Henri Cartier-Bresson and other notable photog- City following an offer to join a leading design and oversees the company’s corporate image, packag- raphers before becoming the personal assistant to ing and retail programs. Jérôme has the unique photographer Henri Cartier-Bresson. marketing firm as Creative Director. ability to assess the specific communication needs for a diverse range of clients and translate this In the mid-eighties, Jérôme’s work caught the eye Throughout his career, Jérôme has challenged his AWARDS clients to look beyond “the obvious” creative solu- information into powerful visual solutions which of Mary Lewis, of Lewis Moberly, one of Great CREATIVE FUTURE create a point of difference in the marketplace. His Britain’s leading package design firms. Speaking tions which has resulted in distinct, compelling, CLIO market driven designs, visual strategies or repo- D&AD sensibility and design philosophy comes from his no English, he moved to London, took a crash I.D. MAGAZINE DESIGN AWARD years of experience working for renowned, multi- course in English, and was made Design Director. sitionings for such companies as American Ex- PACKAGING DESIGN COUNCIL disciplinary design and communications firms in During his two year tenure at the firm he won sev- press, Avon, Kiehl’s, Mark., Laura Mercier, Frédéric BRAND DESIGN ASSOCIATION Fekkai Beauté, C.O. Bigelow, Boots, Chanel, John France, England and the United States. eral Clio awards for his creative vision in a diverse range of categories: International Cosmetics, Frieda, J. Peterman, Godiva Chocolatiers, Erno Jérôme began his career as an assistant art direc- Over the Counter, and International Beverages. Laszlo, Limited Brands, P&G Beauty, Ulta, Temple tor at the Mirabelle advertising agency in Paris He then joined Smith & Milton as Design Director St Clair, Tiffany and others.v where he worked on fashion and fragrance ac- to “gain a broader view of English design consul- counts. He then joined Coriat & Associés where he tancies” where his work in packaging, corporate honed his skills in book, magazine and newspaper identity, product design, and retail garnered more design as well as corporate identity, advertising Clios and Packaging Design Council awards and and exhibition design. He also art directed the was nominated for Silver Design & Art Direction photographic portfolio section of Photo Magazine, Award. Selected ‘Creative Future 1988’, Jérôme publishing the works from Jean Baptiste Mondino was honored with an exhibition in recognition of 17

THANK YOU ! B É R A R D A S S O C I AT E S 1 1 7 E A S T 2 4 S T S T R E E T, N Y C 1 0 0 1 0 212.925.50550 JANA.REICHLE @BERARDDESIGN.COM STEEN.KNIGGE@BERARDDESIGN.COM 18

4 Case studies from Berard Associates

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