bonprix – It’s me!

bonprix needed to switch from a budget and rational proposition to a modern and lively value proposition. BSUR was asked give bonprix a clear voice to grow as a consistent family of brands, appealing to older as well as new (younger or more affluent) customers in order to increase sales.

We created a new corporate identity book for the bonprix mother brand with visual examples of every touch point, from internal branding to instore POS. For the 5 subbrands (labels) of bonprix, brandbooks were created.

As a result of all the work, bonprix is seen as a proper fashion provider, Also, total sales increased by
2.5%, from 1.136 billion to 1.165 billion euros in the fiscal year 2011/12.

Graphic Design-Direction:
Robert-Jan Hoesman

2011-2014

www.bonprix.de

BONPRIX-CASE-1

BONPRIX-CASE-2

Corporate Identity pages

BONPRIX-CASE-3

Catalogue  Рredesign

BONPRIX-CASE-5

BONPRIX-CASE-6

BONPRIX-CASE-13

BONPRIX-CASE-12

Sub labels of bonprix

BONPRIX-CASE-8

bpc is the mainstream collection

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bpc selection is a smaller part of the collection

BONPRIX-CASE-10

Rainbow is a brand for a younger target audience

BONPRIX-CASE-11