What we wanted to do is create an icon inseparably de Bijenkorf. And for us that was the hexagon. It’s been part of their logo since the mid sixties, but used in a geometrical sense. Too distant and cold. We wanted to show they really owned it. We wanted to bring it to life. To use it differently every time; surprising, premium and desirably.
It’s about defining what, where and how. On brand level we defined typefaces, colours and forms. For the magazine and store we developed new themes to be used on all levels. Creating synergy in the investments in magazine, shops windows, in store communication and website. All to make sure the consumer gets confirmation of de Bijenkorf being fashionable, relevant and premium.
We developed a concept for a temporary product line to be developed by a wide array of brands. A concept using the corporate style elements and transforming that to an idea which lead to a range of more than 80 products made by big international luxury brands and local designers and stylists.
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