Honesty is the foundation
and credo of the new decade
The paradigm shift currently underway in the marketing sector poses a major challenge for brands. This change is the result of increasingly hybrid consumer behavior, volatile markets and the dissolution of classic target group models. Conventional brand definition and marketing models are simply no longer relevant nor serviceable. To strengthen their position in the current marketplace brands must adjust their approach, attitude, and presentation in respond to the new complexity.
In our branding process, the term character replaces the idea of “values” in conventional brand definitions. For us, brand character is a constant: the fundamental aspect based on unchanging factors, such as origin. Brand personality, on the other hand, describes the flexible components that are always changeable and adaptable. This spirited agility, or great personality, is the natural expression of a solid core, or strong character. With a profound grasp of brand character, we develop coherent codes that consistently reappear throughout the brand world – products, packaging, communication and so on – regardless of the current expression of personality. Strong character is reflected in a clear position, and a multifaceted, authentic personality is honest and flexible. Such brands are able to respond with resilience to short market cycles in ever-changing times.
» To strengthen their position in the current marketplace brands must adjust their approach, attitude, and presentation in respond to the new complexity. «
Honesty is the foundation and credo of the new decade, certain to supersede “sustainability” in focus and importance. Brands that truly live the new watchword in external and internal activities will be able to allow strategies to simply arise organically from the substrate of their own identity and products. The dictates of credibility in the era of honesty are thus both strict and liberating.
In this scenario, the product consolidates its role as the embodiment and communicator of brand character and personality. In the new decade, the brand no longer functions as the sole means of value creation, because it is no longer a value in and of itself, rather an outer shell that must be animated. It is the product that breathes life into the brand, giving it value, integrity and a credible charismatic expression. A compelling product genuinely encompasses the entire storytelling of the brand.
Launching the same communication on all levels is an inflexible practice that undermines rather than underscores the brand idea. Brand communication does now, of course, occur simultaneously on all the different levels that make up the modern marketplace, but the measures must be carefully and individually composed and harmonized. It is the expert orchestration of all channels that creates successful brand communication.
The real art lies in apprehending the mood, emotion and stance of the brand and communicating the character and personality in a bespoke adaptation through each of the relevant channels. The aim is to move the consumer emotionally, anchoring a positive, personal identification with the brand in the individual’s memory.
As specialists for the fashion, watch and jewelry, fragrance and cosmetics industries, we develop new brand and product concepts with distinctive profile and sales relevance – always tailored to the precise market in question. Our brand development expertise is built on almost two decades of experience in the definition, positioning and management of a broad scope of international brands, from high-volume players to exclusive niche offerings. Our in-house divisions Boks and Venue enhance the service spectrum: direct access to bespoke packaging and retail design solutions enables us to deliver harmonious holistic concepts in line with our signature standards of quality, individuality and intelligence.
We believe that true brand integrity rooted in a solid intrinsic brand character is key. We strive to thoroughly refine brands, rather than reposition them. Our methodology starts with a “deep dive” on the fundamentals, which enables us to then adapt the brand approach to current and future market needs. Here, too, the product is the focal point of our entire scope of work. The brand refinement process results in an intelligent dovetailing of character and personality for a vibrant brand profile with potent “nowness” appeal.
Putting the strategic cart before the brand definition horse is a common mistake. But common sense and experience tell us that a successful brand strategy can only be derived from a well-defined and refined brand. Our brand strategy measures are developed on the basis of a solid grasp of the current status quo of the brand, with a keen awareness of timing issues and company resources. We also believe that strategic goals must be pursued in tandem with operational targets, the two must then be adapted, where necessary, to developments along the way. The right pacing and process coordination is key to long-term market success.
We develop holistic CI concepts, enabling our customers to profit from the added value of our product, packaging and retail expertise. Our comprehensive design capabilities enable us to deliver corporate identity programs that encompass all necessary areas of application, such as on-product branding, packaging and retail animation.
We create campaigns with compelling, on-target content, from broad-based to eclectic. After almost 20 years in the premium and luxury fashion and lifestyle sectors we are right at home in these markets. Deep knowledge of theses brands and products informs our comprehensive brand communication concepts, from the brand campaign to PR-related communication measures and content. When it comes to realization, we enjoy direct access to an active international network of top photographers, film directors, artists, et al. to ensure that every campaign makes the right impact.
In the context of a current fashion and lifestyle market characterized by surplus, brands can only perform successfully when they stand for genuinely attractive, convincing and relevant goods. In our opinion, a consistently credible product must always be the focal point. The art lies in skillful multi-channel product staging: each measure is designed specifically for the channel in question, all harmonized in a holistic overall orchestration. Experience has shown that to achieve truly effective brand communication in the digital area, the relevant product-related parameters must be defined and realized at an early stage, i.e. during the manufacturing phase at the latest. Instead of an “afterthought”, bespoke digital content is then an actual extension of the product, acting as an authentic driving force for its market performance.
Our extensive online marketing services spectrum encompasses everything from classic web platform creation to digital display advertising, from social media content development to concepts for influencer initiatives – individually or in combination, according to the needs of the brand in question.
Deeply rooted product affinity with proven brand and market expertise, we develop especially original, high-value content and storytelling that captures the imagination of consumers for lasting positive impact. The two prongs of content marketing – the prerequisite for successful PR-marketing – and direct-to-customer marketing are key among our inbound marketing focal points. Our special strength here is the ability to distill the brand image down to the smallest personal denominator. Whether in the form of customer gifting, which we serve in our division Onehundred, or via bespoke personalized mailings, our creative concepts are directed at the individual customer, cultivating a personal relationship with the brand that results in organic loyalty.
In the age of fleeting digital communication and the image flood, we believe that high-value print media is now regaining importance. It does, in fact, remain the simplest, most direct means of communicating on many levels, appealing to both visual and tactile senses, and thus more effectively bringing the brand to bear. We are specialists in the concept design, development and production of distinctive print products. Well-known for our signature print processing expertise, our goal is to build a bridge of intrinsic value between the transient, fast-moving digital world and the longer-lasting, well-considered analogue one.
In the digital communication ‘universe’ the static image is increasingly losing ground, especially in regard to younger consumers. Our service spectrum here includes the concept development and realization of films and cut-downs as well as quick, simple stop-motion and 3D animations, mainly produced in-house.
Kurz - Visual Campaign
Brand and product campaign with the theme ‘Everyday Fairytales’ for Kurz Jewels, a brand that appeals to a mainly young, urban target group. The products were creatively staged in seven different everyday situations, each one making a hint on renown fairytales.
Lost Suitcase - Fashion Editorial
Audemars Piguet &
After a successful 2016 collaboration, the Swiss watchmaker has again joined forces with the London-based Italian jewelry designer to create a limited edition of the Royal Oak Frosted timepiece. The exceptional element of this latest rendition is the mirrored watch dial - a component that demands absolute technical perfection, reflecting the uncompromising standards of the designer, the purveyor of haute horlogerie, and their clientele.
Swatch - Global Lookbook
Swatch entrusted Bel Epok Brand with the task of developing a narrative for its PR lookbook and the realization of the book itself. The result is a bespoke design cosmos with the theme “Greetings from...” that unites the whole range of various seasonal collection themes in an engaging overarching story.
C.F. Bucherer - Promotional Mailing
Bucherer - Print Collateral
Leading retailer for watches and jewellery Bucherer regularly relies on Bel Epok to deliver to design and manufacture various print collateral materials, such as mailings, greeting cards, invitations or other.
m2 beauté &
For the German researched formula beauty brand M2 Beauté, Bel Epok Brand created a communication and PR campaign with a theme-of-the-year: The Art of Beauty. In this connection we initiated a collaboration with celebrated Swiss artist Klodin Erb that resulted, among other things, in a limited-edition leather clutch bag, hand-painted by the artist. The total edition of 100 bags together forms a complete 16 sq. meter motif, an Erb original. The limited edition of clutch bags was gifted to the VIP guests of Art Basel.
Ruth Martens - Print Editing
The first project in a new collaboration with renowned Cologne art gallery Van der Grinten is a book designed and co-published by Bel Epok of the work of acclaimed New York artist and illustrator Ruth Marten. The volume features a linen hardcover and “Swiss brochure” (cut-flush) binding. We also designed and developed the special limited edition, with an integrated multiple: a silkscreened handkerchief with a motif by the artist.
M2 Beauté - Promotional Campaign
Under the motto ‘Best in class effective eyecare’ Bel Epok Brand developed a multimedia animation that featured the three key products and bestsellers of the cosmetics brand. The storyboard for the animation was concepted inhouse then followed up by its creation in collaboration with an external 3D designer.
Métro - Fashion Editorial
For the renown model agency Viva Models Paris we created a fashion editorial showcasing the agencies new faces. Models were groomed and dressed at a location near place Danube in Paris and had to take one stop with the métro get there. When exiting the station the models where taken a picture without knowing whilst waiting to being picked up for the shooting.
Applying characteristic attention to detail and a refined sense of color, Bel Epok Brand created a unique and luxurious corporate design for the luxury Zurich perfumery Spitzenhaus. The significance and atmosphere of the historic premises inspired our logo and signet design. The color palette, based on nuanced gray-green tones, was developed to form a coherent visual whole with the interior architecture/furnishings, also purpose-designed by Bel Epok Venue.
Ode Magazine - Editorial Design
The name ODE was chosen for its multiplicity of associative possibilities. An ode, the choric song of ancient Greece, is a word still used in many modern languages to describe a lengthy lyric poem delivered in a dramatic, celebratory, often musical form. It is related to the Germanic word odem – breath – and also makes tonal reference to eau de (as in: eau de Cologne). The interplay of cultural references and contemporary form and content reflects the ODE idea: a thematic design collage to express the experience of scent in word and picture. ODE asks the question: What associations does a favorite fragrance awaken?
M2 Beauté - General Campaign
As a long-term close collaborator, Bel Epok was a natural choice when bestselling eye beauty brand M2 Beauté needed a key campaign. The new advanced effective ingredient products were each staged individually as a still life, against a background of layered geometric shapes in soft, slightly grainy pastels. In the display scenarios, these images were interspersed with the key visual of the new M2 Beauté campaign model, selected by the agency to communicated natural, fresh and individual beauty.
Mafalda von Hessen - Image Campaign
In the spring of 2015, Bel Epok took on the role of brand consulting and creative agency for the exclusive fashion label Mafalda von Hessen. Our wide-ranging responsibilities include defining the strategic focus, consulting on the collections and designing communication measures for all channels. Our photo series for the spring/summer 2017 campaign and companion lookbook have established a distinctive calling card for the new brand.
In close collaboration with the effective ingredient cosmetics brand M2 Beauté for over more than 10 years Bel Epok Brand regularly develops promotion campaigns with the aim of continuously pushing the brands key products and bestsellers. Each promotion campaign is launched under a seasonal theme and next to special visuals consists of a large scope of promotion collateral for online and offline promotion.
C. F. Bucherer - Inbound Marketing Campaign
Bel Epok regularly supports the CRM division of Swiss heritage jeweler Bucherer. In addition to designing individual gift products and ongoing collections of annual gifts for Bucherer customers, Bel Epok was also engaged to create a special sales campaign for C.F. Bucherer. Selected customers were sent a personal mailing containing a golden key. In the Bucherer Geneva boutique stood a vitrine, in it a Manero Flyback Chronograph. Only one key in the mailing opened the vitrine, its lucky holder winning the watch within.
M2 Beauté - General Campaign
Bel Epok Brand is responsible of all moving image and film for the brand M2 Beauté, realized with artists from the agencies international creative network.
Seidensticker - Brand Refinement & Corporate Design
Since 2017, Bel Epok has acted as lead agency for consulting, marketing and retail services for German heritage shirtmaking brand Seidensticker. Within the framework of repositioning the brand, Bel Epok has developed a new brand book: defining and refining the contents and translating them into a cohesive communication product that effectively conveys the brand and its message. The agency was responsible for the overall design and layout, creation of original illustrations and a brand-specific photographic aesthetic. The signature Bel Epok print product expertise is evident in an elegant “multisensory” book, featuring Japanese binding, partial blind embossing and high precision laser cutting.
Naturoyale Relaunch Campaign
Pioneering German natural cosmetics company Annemarie Börlind selected the full-service agency to spearhead the repositioning of its premium anti-aging skincare line Naturoyale. Bel Epok was responsible for the entire relaunch enterprise: concept development, design and production management, including materials and services sourcing, of packaging, texts, visual communication and all collaterals, including a special gift for Börlind Beauty Advisers.
Mafalda von Hessen - Image Campaign & Lookbook
Mafalda von Hessens photo shooting for the spring/summer campaign together with the companion lookbook is a product of the agency’s work that has established a distinctive calling card for the new brand.
Adidas Originals - Lookbook
Adidas comissioned Bel Epok to create an individual lookbook for their Originals Collection. The result was a lookbook which has a special binding technique and won on top a design price.
Brand Development & Visual Identity
Relaunch of a fine French saddle brand: Bruno Delgrange is a true champion saddler, the preferred choice of some of the world’s top competitive equestrians. Bel Epok has been delighted to lend its expertise to the holistic relaunch of this venerable brand, in everything from the development of the corporate design and visual identity to product and store design.
Swatch - Lookbook
Bel Epok Brand was a continuous partner for the conception and development of the brands lookbooks that were distributed to global PR.
M2 Beauté - Launch Campaign
In 2019 M2 Beauté entered the cosmetics market with a revolutionary hair growth activating serum. Bel Epok Brand here developed the entire launch campaign from the visual concept to the image film.
Façonnable - Brand Refinement & Corporate Design
Development of a CI-concept and logo in the context of the relaunch of the southern French fashion brand Façonnable. Here the emphasis was on reinventing the existing word logo in a design that would both modernize the brand image and adapt optimally to textile (weaving, stitching), print media and store architecture applications.
Brand Refinement & Corporate Design
For the facelift and Corporate Re-design of the high-end hosiery brand Fogal, our comprehensive knowledge of the luxury market and our ability to take brand heritage into account were of key interest. Inspired by the legendary color-coded Fogal product packaging Bel Epok Boks created a new packaging concept that translates the Art Deco borders of the hosiery package covers into a refined design featuring precise pleats in the packaging itself.
Hugo Boss - Lookbook
Bel Epok took responsibility for the conception, layout and production of a collection sales book for the sub-brand Hugo, that was distributed to sales in order to support promoting the new positioning of the collection under designer Eyan Allan.
Burlington - Christmas Animation
For sock brand Burlington Bel Epok is in charge of the conception of digital animations used at POS and in the context of social media.
Luxus - Fashion Editorial
Editorial based on the combination of a womenswear fashion shooting and the illustrated matching inexistent menswear silhouette realized by an artist.
Brand Refinement & Visual Identity
A key element within the framework of repositioning the Swiss luxury furniture brand De Sede was the development of distinctive, evocative and luxurious visuals to strengthen the emotional component of the brand. For the campaign and the brand and product catalogue we thus developed a versatile visual concept that enhances the brand values of De Sede and the repositioning.
M2 Beauté - Editorial Campaign
Bel Epok Brand regularly develops editorial campaigns for M2 Beauté that are used in magazine advertorials. Alongside these advertorials we produce film material that can be applied in digital communication alongside the publishing.
Seidensticker - Image Campaign
Bel Epok is in charge for the seasonal images campaign concepts that include photoproduction, filming as well as the development and production of the collection lookbooks.
Humiecki & Graef - Brand Development & Visual Campaign
The luxurious perfume brand Humiecki & Graef is notable not only for its exquisite fragrances and packaging, but for its unusual brand imagery as well. A profound understanding of the codes of fragrance communication is the foundation upon which the Humiecki & Graef visual communication is built. This special expertise enables BEL EPOK to create campaigns and key visuals that are new and original yet rooted in the knowledge of a tradition. The work for Humiecki & Graef is distinguished by striking photography and a unique overall visual character.
Whatever our role, the work of Bel Epok always centers on the product, which must be coherent and harmonious. We must first fully apprehend the project emotionally and aesthetically, always in respect to brand cultural heritage.
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