STRATEGY & BRAND DEVELOPMENT
PACKAGING & PRODUCT DESIGN
CORPORATE & BRAND IDENTITY
RETAIL ENVIRONMENT

Bérard Associates is a leading branding and design agency located in New York,
with affiliate offices in London and Paris.
Founded in 1996, Bérard Associates offers breakthrough creative solutions grounded in strategic
thinking and attentive client services. Our mission is to deliver inovative creative work that drives
consumer purchase and brand loyalty.
With our local presence and global brand scope, our partners range from global luxury brands
to niche prestige firms and from retail groups to multi-national consumer product companies.
O U R CLIENTS
AVON GODIVA CHOCOLATIERS PROCTER & GAMBLE
BECOMING GRANADO FARMÁCIAS CHATEAU RAUZAN SEGLA
CHATEAU CANON GIORGIO ARMANI TEMPLE ST CLAIR
CHRISTIAN DIOR KEIHL’S TIFFANY
CHLITINA LAURA MERCIER WATERMAN PENS
C.O. BIGELOW L’ORÉAL WERTHEIMER & FRERE
DD F DOCTORS DERMATOLOGIC MARK.
FORMULA NICE & EASY
DKNY DONNA KARAN OLAY
ERNO LASZLO THE J. PETERMAN COMPANY
ESTÉE LAUDER PINK, VICTORIA’S SECRET
FRÉDÉRIC FEKKAI PHEBO

LAURA MERCIER COLOR LINE GURWITCH BRISTOW PRODUCTS BRAND IDENTITY AND PACKAGING BERARD ASSOCIATES
THE CHALLENGE Develop a new brand identity for the luxury make-up artist brand Laura Mercier.
THE WORK Complete repositioning of the Laura Mercier brand identity including new logotype, components and signature color. Creation of new skin-care line.
THE RESULTS Year-on-year sales immediatly doubled after launch of the new brand identity

L AUR A M ER CIER HENRI BENDEL C OUNTE R LAU RA MERCIER ENVIR ON ME N T A L DE S I G N B E RA R D A S S O C I A T ES
THE CHALLENGE How to present the Laura Mercier brand in the retail environment, capitalizing on the profitable repositioning?
THE WORK Developed a unique segmentation strategy in order to present category and sub-category products in a cohesive way.
THE RESULTS Implemented across the retail landscape, further accelerating sales

C H O C O I STE SELF TREAT LIN E GODIVA CHOCOLATIERS BRANDING S T R A T E G Y , P A C K A G E D E S I G N B E R A R D A S S O C I A T E S
T H E C H A LLENGE Leverage the brand reach of Godia Chocolatiers into the self-treat category.
T H E W O RK Created Chocoiste, the new Godiva brand aimed exclusively at the self-treat market, work included name, logo and all packaging.
T H E R E S ULTS Successfully established key new distribution outlets such as Barnes & Noble and Starbucks, achieving major shelf-space increase.

F R E D E R I C FEKKAI CORPORATE IDENTITY AND RETAIL ENVIRONME N T B E R A R D A S S O C I A T E S
THE CHALLENGE Create a luxury brand with an authentic essence of origin.
THE WORK Created the entire multi-categories product line, including hair care, fragrance and home scents, bath and body care and hair accessory lines.
THE RESULTS Established a unique and focused luxury brand in the highly competitive hair-care category, achieving record sales.

K I E H L ' S SINCE 1851 CORPORATE IDENTITY BERARD ASSOCIATES

A N E W S K INCARE AVON BRAND REPOSITIONING AND CUSTOM PACK A G I N G D E S I G N B E R A R D A S S O C I A T E S

H O O K U P MARK CONCEPT A N D CUSTOM PACKAGING BERARD ASS O C I A T E S
glow baby glow luxe
glow baby glow
glow baby glow
E Y E - L I N E R L I Q U I D E ACCRO
BRILLIANT À LÈVRES ACCRO
BRILLIANT À LÈVRES ACCRO
BRILLIANT À LÈVRES ACCRO
metalluscious
HOOK UP LIQUID EYELINER
on the edge
glow baby glow
ACCRO CRÈME LÈVRES
HOOK UP LIP GLOSS
LIP CREAM HOOK UP
HOOK UP LIP GLOSS
HOOK UP LIP GLOSS
HOOK UP LIP GLOSS BRILLIANT À LÈVRES ACCRO
BRILLIANT À LÈVRES ACCRO HOOK UP LIP GLOSS
glow baby glow
THE CHALLENGE Create a younger beauty brand, from scratch, to keep Avon relevant and a leader in the category.
THE WORK Conceptualized and designed all aspects of the mark. brand: identity, packaging, concepts, etc.
THE RESULTS Increased consumer reach with tailored, unique and award-winning concepts.

H O L I D A Y GIFT COLLECTION MARK PACKAGE DESIGN BERARD AS S O C I A T E S

B E C O M I NG AVON BRAND STRATEGY AND CUSTOM PACKAGING DE S I G N B E R A R D A S S O C I A T E S
spirit aromahue all over body mist
wisdom aromahue all over body mist
energy aromahue all over body mist
desire aromahue all over body mist

spirit aromahue all over body mist
wisdom aromahue all over body mist
energy aromahue all over body mist
A L L O VER BODY MIST BECOMING BRAND POSITIONING, CUSTOM P A C K A G I N G A N D G R A P H I C S B E R A R D A S S O C I A T E S
desire aromahue all over body mist

B A B Y AND MOM FRAGRANCE BECOMING CUSTOM PACKAGING A N D G R A P H I C S B E R A R D A S S O C I A T E S

B E C O MING FRAGRANCE BECOMING CUSTOM PACKAGING AND G R A P H I C S B E R A R D A S S O C I A T E S

G I O R G I O ARMANI L'OREAL FRAGRANCE CONCEPT BERARD ASSOC I A T E S

P I N K L I MITED BRAND FRAGRANCE CONCEPT BERARD ASSOCIATE S

M E C H A N ICAL FLAT PENCIL COSMOPAK PRODUCT CONCEPT BERA R D A S S O C I A T E S
® B erard A ss ociates

L I N E A N T ISEPTIC GRANADO BRAND REPOSITIONING AND PACKAGI N G D E S I G N B E R A R D A S S O C I A T E S

FAO SCHWEETZ GO DIVA C HO C O LA TI ER S PA CK A GE D E S IG N B ER A RD A S S O C I A T E S

C H A T E A U CANON, CLOS CANON CANON ESTATES WINE LABEL IDE N T I T Y B E R A R D A S S O C I A T E S
THE CHALLENGE Create a unique yet cohesive second wine label for Clos Canon while bringing a fresh look to Chateau Canon.
THE WORK Developed distinctive labels for each wine, commisioning contemporary photography, in keeping with Chateau Canon brand heritage.

T E M P L E ST CLAIR BRAND IDENTITY AND CUSTOM PACKAGING DES I G N B E R A R D A S S O C I A T E S

R O C K C RYSTAL COLLECTION TEMPLE ST CLAIR NATIONAL ADVER T I S I N G B E R A R D A S S O C I A T E S
© 20 07 TSC.
Rock Crystal Collection
templestclair. com available at Saks Fifth Avenue and luxury retailers 800.590.79 8 5

Jérôme Bérard
As principal and creative director, Jérôme Bérard oversees the company’s corporate image, packaging and
retail programs. Jérôme has the unique ability to assess the specific communication needs for a diverse range
of clients and translate this information into powerful visual solutions which create a point of difference in the
marketplace. His sensibility and design philosophy comes from his years of experience working for renowned,
multi-disciplinary design and communications firms in France, England and the United States.
Jérôme began his career as an assistant art director at the Mirabelle advertising agency in Paris where he
worked on fashion and fragrance accounts. He then joined Coriat & Associés where he honed his skills in book,
magazine and newspaper design as well as corporate identity, advertising and exhibition design. He also art
directed the photographic portfolio section of Photo Magazine, publishing the works from Jean Baptiste
Mondino to Henri Cartier-Bresson and other notable photographers before becoming the personal assistant
to photographer Henri Cartier-Bresson.
In the mid-eighties, Jérôme’s work caught the eye of Mary Lewis, of Lewis Moberly, one of Great Britain’s
leading package design firms. Speaking no English, he moved to London, took a crash course in English, and
was made Design Director. During his two year tenure at the firm he won several Clio awards for his creative
vision in a diverse range of categories: International Cosmetics, Over the Counter, and International Beverages.
He then joined Smith & Milton as Design Director to “gain a broader view of English design consultancies” where
his work in packaging, corporate identity, product design, and retail garnered more Clios and Packaging Design
Council awards and was nominated for Silver Design & Art Direction Award. Selected ‘Creative Future 1988’,
Jérôme was honored with an exhibition in recognition of his packaging work. Jérôme moved to New York City
following an offer to join a leading design and marketing firm as Creative Director.
Throughout his career, Jérôme has challenged his clients to look beyond “the obvious” creative solutions
which has resulted in distinct, compelling, market driven designs, visual strategies or repositionings for such
companies as Avon, Kiehl's, Mark., Laura Mercier, Frédéric Fekkai Beauté, C.O. Bigelow, Boots, Chanel, John
Frieda, J. Peterman, Godiva Chocolatiers, Erno Laszlo, Limited Brands, Ulta, Temple St Clair, Tiffany and others.
AW AR DS
CREA TIVE FUTURE
CLI O
D&A D
I .D. MA GAZINE DESIGN AWARD
PA CKA GI NG DESIG N COUN CI L
BRA ND DESIGN ASSOCIATIO N