VGROUP:
MARKETING BRANDING DESIGN INTERACTIVE

Beer. It’s a man thing. But women make up 25% of the beer market despite beer marketing being very male oriented. Carlsberg are the first to positively change the way they are marketing beer, not just with ads, or design, but with a whole new product.

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Net-a-Porter has been a breakthrough success and is a benchmark for high-end online retail. Launched in March 2000 amidst the dotcom bust, it has succeeded where others (for example Boo.com) have failed. The Financial Times were quoted as saying “Net-a-Porter is doing exactly what most observers have always believed couldn’t be done; it is selling cutting-edge fashion over the web.” And selling it is; from its inception, Net-a-Porter has grown from three people to over 1000. Spanning four continents and with a turnover of more than 120million. Currently the most expensive item on the site is an Alexander McQueen cape, a snip at £28,660.

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Ever since I was lucky enough to spend some time in Italy I have admired the Italian approach to food packaging. Even the most modest of bakers, packages everything up in their ‘house’ wrapping which tends to be tissue or wrapping paper emblazoned with their family business name. Often it will be purely functional; perhaps a little dated and produced on an inexpensive (yet charming) waxy paper or more decadent; gold print on vibrant blue. There is something unknowing about the design and there in, for me, lies its charm.

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This month sees us adding the finishing touches to the design work for the launch of new online luxury lingerie retailer, Fox & Rose. The name reflects the personalities of the brand’s core customer; The Fox – playful, teasing, spirited, seductive. The Rose – elegant, beautiful, delicate, intriguing.

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We all get presents we don’t really like from time to time, doesn’t it seem such a waste? In the interests of reducing waste, and exercising thrift, we’ve put together some pointers on a leaner, greener Christmas …

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