Corporate communications and brand identity. Regarded throughout the world as the foremost trademark and brand specialists in the drinks industry. Claessens client portfolio also includes corporate communications and brand identity. Our in house creative department is supporetd by a multi lingual team of experienced researchers able to converse in all European languages as well as Russian and Chinese. Corporate Clients include: Banks, Aircraft, Luxury Retail, Luxury Residential.

2. Claessens House, 3 Mandeville Place, London W1U 3AP Telephone +44 (0) 20 7935 0770
www.claessensglobal.com
Over many years we have worked with
some of the largest and most prestigious
companies in the world. The following
pages give an overview of our expertise
in Corporate Identity Design and
demonstrate how we have helped our
clients to achieve success in the ever
competitive world of branding.
C O R P O R A T E I D E N T I T Y D E S I G N

3. Russian Standard and Imperia Private Banking Group
Having developed the world famous Russian Standard Vodka brand, Claessens were invited to develop
the corporate image for Roust’s Imperia private banking group. This corporate had to be versatile
enough to be applied across a variety of media as you will see on the following pages.P R I V A T E B A N K I N G P R I V A T E B A N K I N G
The pattern
developed
exclusively by
Claessens for
the Russian
Standard
brand was
integrated
across the
overall group

4. The Presentation Pack
for the luxury Imperia
credit card had be
particularly impressive.
After considering several
concepts, this crystal
globe encasing the
credit card was selected.
Claessens oversaw the
production of the entire
packaging. Ensuring that
the final presentation had
the luxury appeal desired
to convey the strong
brand corporate identity.
The intricate details
of the corporate
were carried through
into the elements
of the credit card
presentation pack.
Imperia is the Private
arm of the banking
group, and for this
a more prestigious
image was created.
The Russian Standard pattern was
carried through into Imperia Private
Banking corporate work, giving a
subtle link back to the mother Brand.
C R E D I T C A R D P R E S E N T A T I O N

5. Livery development for a luxury
jet. The result was an aircraft livery
which is considered amongst the
most intricate and detailed of any
liveries attempted before.
The finished plane is truly stunning.
Every last detail of the aircraft was
considered during the development
of the livery. Tough restrictions
apply to painting aircraft and this
meant complex discussions with
the aviation authorities. Claessens
advised on the application of the
design and an necessary revisions
were made according to the shape
and contours of the plane.
P R I V A T E A I R C R A F T L I V E R Y

6. Gallo - Winery Corporate
Old corporate identity
Gallo - Winery Corporate
New corporate identity

7. Gallo Family Vineyards
Full strategic positioning advice was given by Claessens in the creation of the new corporate
identity. Moving from a name synonymous with the founders, to a “bar call” that encompasses
all generations of the Gallo family.W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E
The old corporate identity required a
lift in order to reflect the modern day
Gallo Family Vineyard.
The symbol was created as a lasting legacy to the founders
“the two wise men”, while at the same time evoking a splash
of wine and the passionate heart of Gallo
It was important that the new brand identity had the
versatility to brand the company’s products whilst
also working at a corporate endorsement level.

8. The new corporate
needed to be used to
endorse the companies
online presence, whilst
also carrying out its
conventional role on the
company packaging.
Following the development of the
new corporate identity. Claessens
subsequently developed the
whole Gallo tier system of wine
branding, quality and price
expectation as well as stand out
on shelf.
GALLO SALES UP 35%
Gallo entered the overall top 50 ranking
with a sales rise of 35% to £140M.
E&J Gallo’s re-branding of its core range
under the Gallo Family umbrella,
intended to boost on-shelf recognition,
appears to have paid off.
Marketing August 2007
W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E

9. Marché - Retail & Restaurants
Old corporate identity
Marché - Retail & Restaurants
New corporate identity

10. Marché- Mövenpick
Marché required an evolutionary upgrade of their corporate identity for their European chain of shops
and restaurants. Their old corporate was tired and falling behind in a traditionally highly
competitive sector. Claessens developed a new corporate identity which was sympathetic to the
existing presentation but with enough energy to engage a modernising and knowledgeable consumer.R E T A I L & R E S T A U R A N T S R E T A I L & R E S T A U R A N T S
A memorable symbol that would
standout even when applied to the
smallest of media was achieved.
The old corporate identity
lacked credibility.
The requirement to apply the new brand identity
to a variety of products and retail signage called
for a strong, bold and adaptable design.

11. R E T A I L & R E S T A U R A N T S
As with any corporate identity
in the 21st century, the ability
to achieve good stand out on
the World Wide Web is crucial
to success. The simplicity of the
Marché identity lent itself well
to endorsing the company’s
online profile.
It was imperative that the new Marché corporate
was recognisable at a distance when travelling at
speed in a vehicle.

12. Antinori - Winery Corporate
Initially designed by Claessens in 1994
Antinori - Winery Corporate
Upgraded by Claessens in 2009

13. Antinori - Winery Corporate
Marchesi Antinori Srl is one of the largest Italian wine companies and can trace its history back
to 1385. Their innovations played a large part in the “Super-Tuscan” revolution of the 1970s.
With such a rich history the brand corporate had to reflect this background whilst also working
in harmony with the company’s state of the art winery.W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E
Claessens ensured that the new company corporate
had the versatility to endorse the winery online as
well as in its traditional settings.
Claessens recommended to use “26 Generazioni”
as a more emotional way of communicating the
incredible family history.

14. W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E
The new corporate was
used successfully across
the company’s range
of wines, helping to
create an internationally
recognised brand image.
As well as being
suitable for corporate
applications, the new
identity had to be
versatile enough to
be applied to more
functional items in
order to complete the
finishing touches.

15. Red October Residence
Claessens were commissioned by an investment group to create the corporate identity
for a new lifestyle venture. Creating apartments and luxury environment within the
original “Red October” chocolate factory, on the banks of the Moscow river, opposite
the Kremlin in Moscow.L U X U R Y R E T A I L L U X U R Y R E T A I L
The design of the
new identity had to
communicate luxury,
attracting the wealthiest
clientele to the project
It was important to create
the highest quality image,
portraying a sophisticated
lifestyle.

16. FinBank - Ukraine Banking Group
Old corporate identity
FinBank - Ukraine Banking Group
New corporate identity

17. FinBank - Ukraine Banking Group
The Ukrainian bank, FinBank required a revolutionary upgrade of their corporate identity.
Their old corporate was too evocative of a by-gone age and lacked credibility in the 21st
century. They asked Claessens to develop a new corporate identity which would give a
much more international feel for a forward thinking consumer bank.C O R P O R A T E B A N K I N G C O R P O R A T E B A N K I N G
The old corporate identity
lacked credibility.
The new image developed by
Claessens had to be dynamic
and appealing when applied to
consumer products.
As with any corporate it
was important to have a
memorable symbol which
could be used across
promotional items and
literature.

18. C O R P O R A T E B A N K I N G C O R P O R A T E B A N K I N G
The FinBank corporate identity developed by Claessens also had to be applied to outdoor sig-
nage. Here it was important to have good bold standout so as to compete fiercely among the many
competitors in a fast moving international market place.
Whether the building was modest or domineering the Finbank corporate had to fit in and deliver the
intended message of a 21st century bank with a forward looking philosophy.
The final image
achieved its
objective and
had the desired
presence among
the competitors.

19. Saudia - Dairy Products
Old corporate identity
Saudia - Dairy Products
New corporate identity

20. Saudia - Dairy Products
Saudia Dairy & Foodstuff Company (SADAFCO) is a leader in the UHT (Long Life) Milk market in Saudi Arabia, with the
Saudia brand capturing more than half of the Long-Life Milk market and almost a third of Total Drinking Milk. Their old
corporate was too basic and lacked any credibility in the FMCG market. Claessens developed a new corporate identity
which encompassed the client’s requirement to communicate in both English and Arabic languages.D A I R Y C O R P O R A T E D A I R Y C O R P O R A T E
As with any corporate identity in the
21st century, the ability to achieve good
standout on the World Wide Web is crucial
to success. The simplicity of the Saudia
identity leant itself well to endorsing the
company’s online profile.
Whilst projecting the correct
image at corporate level the
new identity came to life
when applied across all the
company’s packaging.

21. Guards Polo Club - Corporate
New corporate identity
Guards Polo Club Corporate
The Guards Polo Club is the polo club most closely associated with the British Royal Family. The Club is
based at Smiths Lawn, in Windsor Great Park, so with such a rich and prestigious background, it followed
that the corporate identity must reflect the origins of the club.S P O R T C O R P O R A T E

22. S P O R T C O R P O R A T E S P O R T C O R P O R A T E
Whilst projecting the prestige of
the Guards Polo Club, the new
corporate also had to be adaptable
to a variety of merchandise and
promotional literature.
Claessens ensured that the new company
corporate had the versatility to endorse the
club across a broad range of media.

23. Mövenpick - Restaurants & Hotels
Old corporate identity
Mövenpick - Restaurants & Hotels
New corporate identity

24. Mövenpick - Restaurants & Hotels
Mövenpick of Switzerland required an evolutionary upgrade of their corporate identity. Their old
corporate had a tired feel to it and lacked the upmarket image that the company wished to project.
Claessens were asked to develop a new corporate identity which would keep the essence of the
current image whilst achieving a higher quality feel.C O R P O R A T E H O T E L S C O R P O R A T E H O T E L S
The old corporate identity
required an uplift
The requirement to apply the new brand identity
to a variety of products and retail signage called
for a strong, bold and adaptable design.
A memorable symbol that would
standout even when applied to the
smallest of media was achieved .

25. C O R P O R A T E H O T E L SC O R P O R A T E H O T E L S
The corporate had to lend itself to a variety of applications from
exclusive Hotels to the packaging of the company’s array of
exclusive products and even the company’s online presence.
The final image achieved
its objective and had the
desired effect whether
endorsing Hotels or retail
outlets.

28. Claessens House, 3 Mandeville Place, London W1U 3AP Telephone +44 (0) 20 7935 0770
www.claessensglobal.com