4 CASE STUDIES

STRATEGY & BRAND DEVELOPMENT

PACKAGING & PRODUCT DESIGN

CORPORATE & BRAND IDENTITY

RETAIL ENVIRONMENT

We believe that in today’s world savvy con-sumers know better than to fall for traditional marketing methods. Signature graphics that create a powerful brand personality and offer charismatic, contemporary, packaging design are the cornerstone to building an emotional connection with consumers. Understanding your full range of product categories, seg-mentation strategy and growth objectives and integrating them with the core motivations of your consumer are just part of the process we embrace in order to deliver the most effective design strategy to accomplish your goals. We understand that the true measure ofReturn on Investment is to create breakthrough design, within your cost parameters, that fuel sales to achieve your profit and growth goals. Contributing to your bottom line is our goal. We achieve this goal through creativity, uncon-ventional thinking and aspirational design.

MISSION

LAURA MERCIER

CASE STUDY

BRAND REDESIGN TO UPGRADE IMAGE AND ExPAND DISTRIBUTIONLaura Mercier was a one year old brand when they came to Bérard for an im-age upgrade. The brand offered innovative, quality products but its image fell short of communicating luxury. In fact, poor image had started to limit global distribution potential. The premium retailer, Joyce of Hong Kong, told the Presi-dent of Laura Mercier that she “loved the products but the packaging looked mass”. Working with Laura, we developed an upscale image that redefined and matched her makeup artist philosophy. We created a new Laura Mercier brand identity including new logotype, primary and secondary packaging design of her makeup line, and a signature color to define Laura’s vision within the category. Per store sales doubled within the year following the introduction of new packag-ing, with no increase in promotion or support. For over 12 years we worked with the brand, creating 2 skincare lines and becoming the “image keeper” as Laura Mercier launched new categories. In early 2006 , we designed a Laura Mercier

flagship retail space launching first at Henri Bendel in New York.

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after

laura mercier brand identity

bendel counter, nyc

laura mercier flawless skin tester

skincare & cosmetics

foundation, primers packaging

TEMPLE ST. CLAIR

CASE STUDY

REfINING A LUxURY BRAND AND ExPANDING TO RETAILWhen the uber luxury jewelry designer,Temple St. Clair, came to Bérard she was i search of simplifying her logo yet maintaining the quality and essence of the det workmanship of her “handmade in Florence” jewelry line. We refined her logo and re-designed her packaging, elevating its elegance and premium perception. Bérard cre-ated retail boutique designs for Temple within Saks Fifth Avenue department stores, and when an opportunity for expansion to Russia presented itself, Temple asked Bérard to create an in- store environment worthy of an exclusive Russian clientele. We created signature light fixtures using her iconic necklace design and a unique environment to set her apart as a US luxury brand. This led to the art direction of her Advertising campaign and layout for a brochure promotional story to introduce her

new celestial collection.

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after

temple st. clair brand identity

jewelry box

T E M P L E S T C L A I R

W A L L U N I T bergdorf goodman retail design

T E M P L E S T C L A I R

W A L L U N I T 3

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national advertising

collaterals

fRÉDÉRIC fEKKAI

CASE STUDY

CREATION Of A LUxURY hAIRCARE BRAND, INCLUDING RETAIL AND SPA DESIGNFederic Fekkai sought out Jerome Bérard to collaborate with a kindred spirited countryman, who would know how to help him create a luxury haircare brand and establish an image that communicated the up-scale, indulgent experience of a trip to Provence – his origins. Bérard designed product packaging for all Fekkai categories, and created the entrance floor and retail space for the flagship Provencal salon; as well as all point of sale display materials for department store distribution. We worked with Frederic as creative

directors for the brand for all product licensing, new product launches, PR and collateral design.

frédéric fekkai brand identity

retail

packaging

store display

brochure & stationery

GODIVA ChOCOISTE

CASE STUDY

CASE STUDY: CREATION Of A NEw SELf TREAT CATEGORY Godiva Chocolatiers, the premium Belgian chocolate makers, wanted to leverage the Godiva brand into an entirely new, self -treat, category. The traditional “gold box”, primarily purchased only for gift giving, limited global growth. Berard worked with the brand through extensive consumer research , creating exactly the right message, via naming and packaging, to delight a consumer that considered their number one com-fort food to be chocolate - and wanted to enjoy Godiva for an everyday indulgence. The launch of a new business category for this 82 year old brand was a monumental step and a huge success. Displays were created to expand distribution into airports,

coffee shops and bookstores.

godiva chocoiste brand identity

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N E T W T 1 . 5 O Z ( 4 3 g ) N E T W T 1 . 5 O Z ( 4 3 g )

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packaging

packaging

store display

American Express

Anew

Avon

C.O.Bigelow

L’Oréal

Becoming Avon

Chateau Canon

Christian Dior

Circle of Beauty

DKNY Donna Karan

Erno Laszlo

Estée Lauder

Frédéric Fekkai & Co.

Godiva Chocolatiers

Granado Farmácias Desde 1870

John Frieda

Kiehl’s Since 1851

Laura Mercier

Mark Cross

Mousse Partners

The Procter & Gamble Company

Pink, Victoria’s Secret

Rauzan Segla

Revlon

Temple St Clair

Telerama

Tesco

Tiffany

The J. Peterman Company

Saks Fifth Avenue

Ulta

Wertheimer & Frère

OUR CLIENTS

As principal and creative director, Jérôme Bérard oversees the company’s corporate image, packag-ing 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 direc-tor at the Mirabelle advertising agency in Paris where he worked on fashion and fragrance ac-counts. 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 photog-raphers 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 sev-eral 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 consul-tancies” 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

JÉRÔME BÉRARD 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 solu-tions which has resulted in distinct, compelling, market driven designs, visual strategies or repo-sitionings for such companies as American Ex-press, Avon, Kiehl’s, Mark., Laura Mercier, Frédéric Fekkai Beauté, C.O. Bigelow, Boots, Chanel, John Frieda, J. Peterman, Godiva Chocolatiers, Erno Laszlo, Limited Brands, P&G Beauty, Ulta, Temple St Clair, Tiffany and others.v

AWARDS

CREATIVE FUTURECLIOD&ADI.D. MAGAZINE DESIGN AWARDPACKAGING DESIGN COUNCILBRAND DESIGN ASSOCIATION

An accomplished executive with strong global marketing and strategic branding experience, Jana’s career extends over 20 years where she has held senior management positions for leading manufacturers and consulting firms specializing in the consumer products, cosmetics, retail, and fashion industries.

Reichle’s diverse skill set combines innovative creativity and solid business acumen. Her consult-ing experience includes tenure as Vice President for the firm of Desgrippes Gobé and Associates where she developed brand positionings, licens-ing opportunities, and new retail concepts for clients; such as: Bath and Body Works, Victoria’s Secret, and Saks Fifth Avenue. She was also President, North America, of the London-based trend forecasting and marketing consulting firm; Nigel French International Ltd.

A beauty industry veteran, Jana’s cosmetics

career includes senior level roles as President and General Manager Worldwide of Erno Laszlo, and Vice President of Global Marketing Strategy for Avon Products, Inc. Jana created a strategic respositioning for Avon’s global skincare seg-ment that became the company prototype for developing global brands. Earlier in her career, she honed her cross category skills working for several iconic luxury brands:Lancôme, Elizabeth Arden and Yves Saint Laurent - gaining hands on experience in skincare, personal care, color, hair care and fragrance.

A dynamic leader, Jana is known for her vision, in-tegrity and commitment to excellence. Her ability to generate innovative ideas, and turn a concept into a concrete business plan is a unique talent. Her track record of identifying a global trend and translating it into a brand opportunity is impres-sive. Her forte: to analyze and capture the es-sence of consumer desires and marry them with

the core message of a brand; makes her a valu-able management resource for building powerful brands that achieve growth and profit goals.

JANA REICHLE