Founded in 1988, Gloria Jeans became the leader of kids and teenagers fashion apparel in Russia. They’ve grown rapidly, including during recessionary times, and have been active in global markets since 2003.
Key members of our team have a new-media background so we knew exactly how to launch the first version of the fashion website. We also emphasised transferring our knowledge to our client, believing it is crucial for brands to be able to manage their on-going dialogue and interaction with their audiences independently.
The first step was a concise planning stage, focusing on information architecture. We helped scale the team’s needs in a way that allowed a quick launch but also created a platform that could continually develop at the live-state once it’s on the Web.
We created a design that is consistent with the heritage of the brand but also seeks to take advantage of the opportunities the web platform provides to innovate and delight. The look & feel of the site is consistent, but it is designed to change seasonally to complement the changes of the “fast fashion” merchandise and to engage the brand’s many fans.
Finally, for the often dreaded development stage, we partnered with open source wizards Linnovate. The benefits of the open source platform, Drupal, enabled the creation of a highly scalable site with a powerful content management system at a fraction of the time and cost of similar endeavours taking the propriety software route. We’re excited to see where they take it.
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Last year, MCS Communications invited us to lead the design of a retail telecom concept for Romania. MCS Communications is a part of the Milomor Trade & Communication Group along with several other companies such as Hat, the official Romanian importer of Samsung mobile phones, and DTH Television, the digital television known as Boom TV. Their goal was to create a new kind of setting to sell products, services and accessories from the telecom, digital TV, photo products and services and multimedia markets.
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Saffronart is the leading auction house worldwide for Indian modern and contemporary art. They are one of only a handful of auctioneers worldwide to crack the online auction model. With auction sales and additional fixed-price sales, Saffronart outperforms auction houses such as Christie’s and Sotheby’s in its categories.
A young, dynamic company it is reinventing the rules of the game for its category, using the net to introduce a new degree of information transparency. If art is known for its transformative powers, Saffronart is about bringing this creative energy to the business of Art. Growing as a global business the company was looking for a brand that will differentiate it from the competition as well as position it firmly as a global brand.
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OZO is a new alternative transport company specialising in small electric vehicles for business and recreational activities. No one knows what the future of transport will look like, but it everyone knows it will look different than what it is today. In response, the design team at Brandinstinct created a future-oriented emblem with a rich mix of modern forms in the graphic identity that can change with the times.
Ewan Fernandes, president of OZO appreciates ‘the sleek nature of the brand and feels that it stands in stark contrast to the over-used and possibly insincere organic lines of the category.’ Christophe Stolberg, designer at Brandinstinct says that ‘he’s proud of the balanced approach to design. The result is a brand that can keep pace with market and morph freely into new generations of vehicles – whatever they may look like.’
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Our teams helped pharmaceutical manufacturer, Veropharm, create a new category of super premium plasters for the design conscious (and injured) consumer. As major brands compete for market share using price promotion or product innovation, Veropharm realised that a sensitive design aesthetic was missing from the market. The premium designs enabled Veropharm to maintain a 40% premium over international
brands while not canibalising on their standard private label products.
‘When we listened to customers, they said they wanted a product that would use the best of today’s technology to help heal their skin quickly, but that they also wanted a design that would be sensitive to their high-street fashion sense as well’ reports Herman Inozemtsev, Veropharm’s Vice President of marketing.
The plasters are now on sale and customer reaction has been outstanding. The package designs won a Silver Award at the Pentawards 2007. Pentawards is a global competition bringing the biggest names in design to compete over new package design concepts.
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We were appointed by Daniel Swarovski Corporation to create a name for a new range of crystal animal figurines. The project has been successfully kept under wraps by the team at Swarovski until it’s launch in May.
‘There’s been much naming work over the past year which indicates increasing investment in new brands by global companies. Our experience includes FMCGs, credit cards, financial and professional services & fashion, so we were pleased to add Swarovski to our portfolio. The Swarovski team had a very clear vision for the new range which helped make our collaboration a great success,’ said Daniel Gomez at Brandinstinct‘
The Lovlots project was really a lot of fun for us. It’s rare to become involved in a product range that is so irreverent and cheeky. It’s definitely targeted more at the Avril Lavignes than Bridget Jones of this world. I do think the range will help Swarovski target a new customer profile and facilitate further growth in the Asia Pacific region.’
Brandinstinct has been working with Pharmacy Chain 36,6 over the past 4 years. 36,6 embarked on an ambitious expansion programme and introduced a wide range of own-label product brands in its shops.‘While private label is often rightly derided as cheap imitation, 36,6 is a horse of a different colour altogether. 36,6 appeal across customer segments with their wide stable of brands and therefore needed design solutions to that allows them to continue winning market share while maintaining a slightly premium positioning.
Rather than opting for copying the market leaders, our focus was to really build the 36,6 brand overall the long term, eschewing quick wins for sustainability,’ says Andrew Morris a key member of the Brandinstinct team.‘The main challenge for us was to develop a packaging system that would help build the growing brand and one that would be flexible enough to incorporate other brand signals and a myriad of copycat products. The chain is planning to release over 100 products this year,’ continues Andrew. Brandinstinct has worked as the agency of record for the retail chemist and designed and launched over 30 brands for 36,6 to date.
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