Beck‘s merchandisingInsight into the conception and creation

July, 2011

• Name

Profile

Beck‘s merchandising – Insight into the conception and creation

Florian Figge

• Title

Creative Director, member of the managing board

• Work experience

6 years – creative direction & general management FIGGE+SCHUSTER AG2 years – art direction Mediengruppe Münchner Merkur/tz (Ippen Group)

• Major projects/clients

Insight Conception and creation steps

Step 1 Kick off meeting with the design team

• brand profile and innovations

• The corporate design of the brand

Kick off

Kick off with the design team: focus on the brand profile, the product range and the target market

Beck’s merchandising – Insight into the conception and creation

Corporate design

The design team needs to

know the fundamentals of

the corporate design

Step 2 The task »design of innovative merchandising gadgets«

• Research

• gadgets for the target market

Research

Existing merchandising gadgets.

8 Beck’s merchandising – Insight into the conception and creation

“urban lifestyle“ the target market

9

Step 3 conception and creation

• First drafts

• Colored scribble

First drafts

First drafts

First drafts

Colored scribble

Colored scribble

Colored scribble