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Iconic brand
De Bijenkorf is an iconic brand in the Netherlands. There’s nobody who has negative feelings towards the store. It’s been part of Dutch heritage. It was more that people were disappointed that they didn’t live up towards their expectations.
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.
Structure without rigidity
A brand needs a clear structure and identity and a retailer needs to be surprising and relevant every day again. And this also applies for every new issue of the magazine.
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.
Unique product line
As with any retailer birthdays are an opportunity for sales activities. But we all wanted to do more than just commemorate the 140th anniversary with more than discounts. Something memorable and unique for that moment. To show de Bijenkorf makes an extra
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.