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.
Corporate Identity pages
Catalogue – redesign
Sub labels of bonprix
bpc is the mainstream collection
bpc selection is a smaller part of the collection
Rainbow is a brand for a younger target audience