Pavo Vukovic - MAISON CARDIN REBRANDING PROJECT

MAISON CARDIN REBRANDING PROJECT

A 160-page book dedicated to rebranding and relaunching of the house of Pierre Cardin, divided into 2 sections; business and concept book assembled with dos-à-dos binding technique. The project lasted more than 3 months and it was a part of Master in Creative Direction at Polimoda.

BUSINESS BOOK

CONCEPT BOOK

Business book beings with the story of a brand founder which is followed up with a brand history timeline. Later on, the research consists of the brand DNA (style, silhouette, materials, accessories, details and other segments which define the brand DNA), gap analysis (brand image, brand identity, positioning map...) and status quo analysis (SWOT, PESTEL and VUCA 2.0 - Leadership). The research part ends with the 'new brand manifesto' which discovers the 'reinvented' brand mindset, its brand mantra, mission, vision and values, repositioning, 3D business model, brand logo, communication strategy and all the aspects of the rebranding. Step inside the World of Maison Cardin...

CURRENT BRAND POSITIONING

NEW BRAND LOGO

LOGO IMPLEMENTATION

DOUBLE SPREAD CAMPAIGN

CONCEPT BOOK/1

COLLECTION DEVELOPMENT

LAUNCHING COLLECTION

ACCESSORIES COLLECTION

Retail store design proposal followed the dystopian atmosphere of the brand by using materials such as raw concrete, aluminium steel, frosted glass and on top of all a soft short pile carpet in green (as a primary brand color), in order to give the store visitors a feeling of comfort.

This photo shoot was inspired by the film making style of sci-fi movie "Twelve Monkeys" in which were used Fresnel lenses. In order to get the wanted style I 'mixed' magnifying and minimizing lenses.

Model: Anselin Cazassus