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SUMMARY

Part 1 : Branding / Brand Book 3

Part 2 : Advertising campaign 21

Part 3 : Scenography, Street Marketing & Retail Design 25

Part 4 : Packaging 31

Part 5 : Naming 33

Part 6 : Web Recommendation 39

Part 7 : Innovation 45

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Part 1 : Branding / Brand Book

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The CAPelSToRe MAle

Capelstore specializes in large size fashion clothing and sportswear for men .

Context / The brand had recently been bought by a hedge fund.

The new strategy / lift and reposition the brand.

What did I have to do ?/Audit the brand, market, trends and customer.

So who is the new target ?/The Male Model

The Male Model :Strength, humanity, Serenity, humor, Respectability.

I AM CloSe To...Umberto ecco, Anthony hopkins, Jeremy Irons, Vince Vaughn, lambert Wilson.

The CAPelSToRe MAle

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I loVe...expensive cigars (an authentic and special pleasure), Jacobsen furniture.

For his strong/profound sense of space and light I love Frank lloyd Wright houses/architecture. I love backgammon, Santa Maria de Novella eau de Cologne and my friends.

every year I go to Rolland Garros with my friends and my family.

The CAPelSToRe MAle

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I ColleCT...Shoes, socks (I have a real crush on Burlington) and watches.

The CAPelSToRe MAle

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I ReAD, I lISTeN To...Bob Dylan, Clapton, Jonathan Coe, Nancy huston, Alice Ferney et Rimbaud.

The CAPelSToRe MAle

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I TRAVel...to Scotland for the endless landscapes, the Whisky roads and the long walks with my golden retriever. To San Francisco because it the most european town in the United States. To Burgundy for history, Peace and Wine.

The CAPelSToRe MAle

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MY WIFe WeARS...Cacharel for the liberty touch, Paul and Joe because she still looks young and fresh.

The CAPelSToRe MAle

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FoR Me lUxURY IS...Made-to-measure shirts, Romanée Conti, vintage louis Vuitton trunks, the eagle Speedster Jaguar.

The CAPelSToRe MAle

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WheN I’M NoT WeARING CAPel I WeAR...

Dunhill, CP Company, lanvin, Paul Smith, Tod’s.

The CAPelSToRe MAle

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MY IDeAl (IN lIFe):A life full of simple, succulent, authentic pleasures. Being surrounded with sincere, open-minded, humble people.

A successful professional life which offers me the liberty to be in a total harmony with what I have always expected from life/ in total harmony with my ideals.

The CAPelSToRe MAle

Part 2 : Advertising campaign

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eMoI eMoI CoSMoGeN

Context / Two young, successful women created an

online concept store for trendy mums-to-be.

Project / The conception of web and press advertising.

The idea / To create a cosy and appealing advertisement

which presents pregnancy as an opportunity to be

fashionable and unique.

Facts / Cosmogen is a French company recognised as a pioneer in the design and production of cosmetic brushes, accessories and packaging.

The request / to Create an advertisement for the cosmetic professional press.

The concept / Play on the « bestial » side of the leader.

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CeGID

Part 3 : Scenography, Street Marketing & Retail Design

CeGID

Who is Cegid ? A provider of software solutions for companies, entrepreneurs and the public sector.

What was the main objective of this campaign ?

Reinforce its position of key international company for leading luxury and fashion retail brands.

What is the concept ?

Leave behind the « impersonal » software universe and introduce the brand with the codes and language of a luxury, fashion brand.

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WeINBeRG

Facts / An old French fashion brand which has existed for

more than 60 years.

The challenge / Modernize and rejuvenate the brand.

Target younger, trendier women .

Work content /In-depth audit of the brand, its cultural heritage/its

background history, its values, competitors and trends.

Recommendations / A new brand identity, new logo, new retail design , new website .

Issue / Start a revolution without overlooking history. Lift the brand without losing sight of the DNA of the brand.

Key words / freshness, respect, tradition , memory and modernity.

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le lIVRe De PoChe

Last year, the French publisher celebrated its 60 anniversary.

The idea

To make the brand active and dynamic all year long.

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Part 4 : Packaging

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DoCTeUR PIeRRe RICAUD

Doctor Pierre Ricaud is a French cosmetic brand.

Project / Create a range for men .

Part 5 : Naming

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SAGACITY loVING SToNe

Creation of a name for a new companySagacity

Consulting agency specializing in urban development

*Property management agencyCeGID

Creation of Tagline

« Life is made of solutions »le lIVRe De PoChe

« A life to read »

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VeUVe ClICqUoT

Creation of a name for a new range

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Part 6 : Web Recommendation

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CADBURY FINGeRS

Re-Interpret the story telling of the brand.

Create a magic, game-like universe and develop the child aspect of the brand.

CADBURY FINGeRS

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DeRhY KIDS

Create a new web identity,refresh the positioning and

redefine the target.

Our decision:

To focus on the concept of expatriation : multiculturalism, open mindedness and to develop the idea of “a universal home”.

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Part 7 : Innovation

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le lIVRe De PoChe

The smart book for The Livre de Poche I undertook a personal project which I presented directly to the Hachette group top management. Review /

As the development of the e-book is booming, the paperback must be re-invented and find a way to create a new link with the reader (and lengthen book life)

“Introspection”The Livre de Poche confines its books to a few personalities/celebrities (actors, producers, singers, comedians, journalists…).

The personality reads the book and while reading

annotates the book with his/her personal feelings

(memories,political remarks….)

To Create an interesting and “resonating” couple: the

author of the book / the personality.

After that Le Livre de Poche will mass produce and

print the book.

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