Keenpac in Detail Issue 3

detail In the lap of

Luxury.

France Keenpac France 4 Rue Maurice Ravel 92594 Levallois Perret Cx France

Switzerland Keenpac Switzerland Ch. Valmont 216-224 1260 Nyon Switzerland

Tel: +331 47 15 03 45 Fax: +331 57 64 73 32 [email protected]

Tel: +41 (0)79 378 45 11 [email protected]

Italy Keenpac Italia Srl Via Pellicceria 10 50123 Firenze Italia Tel: +39 0 55 28 20 15 Fax: +39 0 55 29 33 67 [email protected]

United Kingdom Keenpac Centurion Way Meridian Business Park Leicester LE19 1WH UK Tel: +44 (0)116 289 0900 Fax: +44 (0)116 289 3757 [email protected]

United States Keenpac North America Ltd 25 Main Street Goshen NT 10924 USA Tel: +1845 291 8680 Fax: +1845 291 8689 [email protected]

Keenpac Asia Keenpac Asia Limited Unit 3-4, 18/F, Tower 6 China Hong Kong City 33 Canton Road Tsim Sha Tsui Kowloon Hong Kong Tel: +852 2620 5515 Fax: +852 2620 5520 [email protected]

United States - West Coast West Coast Office Orange California USA Tel: +1714 974 7775 Fax: +1717 974 7776 [email protected]

In the lap of luxury

Keenpac Creative

David Kerr

How Keenpac has developed its reputation in the world of luxury packaging

Eight great reasons why Keenpac’s creative design services can add extra value to your packaging projects

An interview with the man who holds the key to Keenpac’s product samples

www.keenpac.com Keeping you up to date with all things packaging

Contents

In the news

Creating Luxury

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In the News Keenpac launches a new range for Mary Portas’ latest venture with House of Fraser

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Feature : In the Lap of Luxury? How Keenpac has developed its reputation in the world of luxury packaging

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Case Study : Back to Black A close look at how De Grisogono has risen to be one of the world authorities on diamond jewellery, and how Keenpac has supported them along the way

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Feature : Keenpac Creative Eight great reasons why Keenpac’s creative design services can add extra value to your packaging projects

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Product Focus Another tour of some of Keenpac’s latest projects

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In Profile : David Kerr An interview with the man who holds the key to the samples

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Anna Maria Cammilli has launched a brand new packaging range all produced by Keenpac Italia. The brief – to convey the brand’s exclusivity through sophisticated but simple packaging and to support the company’s advertising strategy and in-store displays.

We’ve also been getting ready for Luxepack, Monaco which takes place every October, so naturally our colleagues in France, Switzerland and Italy are fully focused preparing for the show. Not surprisingly, we’ve decided to make luxury our focus, and this is our most luxurious version yet. Historically, Keenpac has been closely aligned with the luxury market, so we thought it would be interesting to take a closer look at our heritage – where it all began, and what makes luxury packaging so different, and so specialist. We’re also focusing this time around on our design team. All packaging, luxury or not, starts with the design, and Keenpac’s design team works for the entire group, so they’re involved right at the beginning of the process, and see everything, sometimes more than a year before it hits the retailer. It’s an exciting department and one that’s developing all the time. I hope you enjoy this edition. And don’t forget, we would like to have any feedback and comments. We’d love to hear from you. Helen Cockerham Managing Director, Keenpac UK

Mary Portas House of Fraser Launch We couldn’t have been prouder when we were asked by Mary Portas, infamous retail marketing consultant and ‘Queen of Shops’, to help create a retail carrier for her brand new shopping experience, launched in conjunction with House of Fraser in Oxford Street during August. The collection is aimed at style-conscious women over 40, and as you would expect from Mary Portas, everything, but everything is focused on service. From the Portas trained personal shoppers, to the fitting

In Style : French Connection How French Connection has utilised its retail carriers as an extension of its compelling and often controversial advertising message Editor Jo Davies 0116 289 0900 [email protected]

rooms with adjustable lighting, to the ‘moan phone’, nothing has been left to chance. Given Mary’s infamous critical eye, we knew that the carrier bag had to be something special. So following meetings with Mary herself, Keenpac came up with a range of hand finished Kraft bags that reflected her brief ‘an honest product that didn’t feel too contrived’. Since the shop opened, sales of the range have so far exceeded expectations, and thankfully, so did the bags!!

“an honest product that didn’t feel too contrived”

The final results are elegant. A beautiful collection of simplex card boxes and wooden jewellery boxes covered with a refined satin finish, and all produced in the distinctive metallic bronze and champagne colourways that are synonymous with the Anna Maria Cammilli brand. It has been exciting for Keenpac Italia to work with a young, creative team who trust Keenpac’s expertise to help in developing their brand image.

Keenpac Brews up for Macmillan

For more news & views visit : www.keenpac.com

News team Cara Jeffrey, Dean Callier, David Kerr, Verity Massey, Pete Nicholls, Seamus O’Brien

Zara

Subscribe To receive your own copy of our email bulletin, or find out more about Keenpac either: Call: 0116 289 0900 Email: [email protected]

Keenpac UK has been awarded the contract to supply UK fashion brand Zara with their luxury paper bags. Following a joint initiative with one of Keenpac’s European supply partners, the award was made, to supply all 90 of Zara’s UK and Ireland stores.

Follow us on Twitter at www.twitter.com/keenpac

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New Packaging Range for Anna Maria Cammilli

Hello and a very warm welcome to our luxurious 3rd issue of In Detail. Well, we’re just at our busiest right now as we head into peak season, and there’s a real buzz around all of the Keenpac offices. In spite of difficult trading conditions, we’re all very busy so we hope it’s going to be a great Christmas.

www.keenpac.com

www.keenpac.com

Staff at Keenpac raised over £250 when they took part in The World’s Biggest Coffee Morning on 30th September, one of thousands taking part across the UK to help raise money for the Cancer charity. The event, which involved consuming copious amounts of coffee and cake (all kindly donated by keen, Keenpac cooks), was counted a huge success. Steve Hunt, one of Keenpac’s National Account Managers, even won himself an extra day’s holiday in the Keenpac prize draw. Can’t wait for next year!

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A walk down Keenpac’s famed ‘sample aisle’ is the packaging equivalent of ‘who’s who’ in the world of high fashion, designer jewellery and luxury cosmetics.

Feature

Over the last three decades, Keenpac has developed a strong reputation within the luxury market. Yet what makes luxury packaging so different, and how has Keenpac carved itself a niche in this very special packaging arena? Keenpac has been serving the luxury market with its packaging for more than 30 years. Over the the last three decades, we’ve worked with some of the world’ most exclusive and sought after brands. Names like Jimmy Choo, Chanel, Dior, Tiffany and Tom Ford. A walk down Keenpac’s famed ‘sample aisle’ is the packaging equivalent of ‘who’s who’ in the world of high fashion, designer jewellery and luxury cosmetics. On the surface it looks just like any other warehouse aisle, but look closer and you’ll find it’s wall to wall with designer brands, some reaching as far back as 1979 when Keenpac first began. So what makes luxury packaging so different, and how has Keenpac developed its niche in this very specialist area? The definition of what makes a luxury brand is perplexing in itself and has challenged researchers over the years to agree on a single definition. The Oxford English dictionary defines luxury as an inessential, desirable item which is expensive or difficult to obtain. Not surprising then, that the origin of the word is from the Latin ‘Luxus’ which means excess. For most of us, luxury brands are the very pinnacle of their own class be it cars, clothing, jewellery, or food. They’re something we all aspire to - the embodiment of style and quality. So when it comes to designing packaging for a luxury brand what’s different? Not that much really, says Phil Katz, of Keenpac North America. “All brands, whether they are luxury or not, expect high quality in production. And in development and construction, we go through

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www.keenpac.com

www.keenpac.com

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Your local Keenpac office... Keenpac’s global reach is a significant part of its appeal. As the company has grown it has established a firm foothold at the centre of European and North American luxury markets.

UK Leicester, United Kingdom (Head Office) Established: 1979 Staff: 84 Managing Director: Helen Cockerham Client Portfolio Includes: Disney, Timberland, Paul Smith, Burberry, House of Fraser, Links of London, Selfridges, Jimmy Choo, Jaeger, French Connection Tel: +44 (0)116 289 0900

[email protected]

Italia Firenze, Italy Established: 1999 Staff: 15 Managing Director: Lucia Sepede Client Portfolio Includes: Guess, Furla, Tom Ford, MaxMara, Marina Rinaldi, Testoni, Anna Maria Cammilli, Armani, Versace, Kurt Geiger Tel: +39 0 55 28 20 15

[email protected]

France Paris, France Established: 1999 Staff: 7 General Manager: Frédéric Bastiat Client Portfolio Includes: Cartier, CWF (Burberry, Chloe, Hugo Boss), Dior, Elizabeth Arden, Repetto, Shiseido Tel: +331 47 15 03 45

For most of us, luxury brands are the very pinnacle of their own class be it cars, clothing, jewellery, or food.

exactly the same processes. The main difference for luxury brands though is in the attention to detail. We are dealing with the very best, and their standards are exacting. A company like Chanel will check 100% quality. The black must be black – exactly the same depth in each and every product.” There’s more detail in the design too. With more budget available for the packaging, designers can be less constrained which means they’ll constantly push the boundaries to achieve a particular look or finish. The design is everything, and every avenue must be explored in order to make the designer’s vision a reality. Mr Katz makes a good point; “At Keenpac we’ll take the time to work with our factories to achieve what the designer wants in production. You just wouldn’t get that level of attention from a small local supplier, or by going direct to a factory in China say. And we’ll be honest and say outright if something isn’t

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going to work. We’ve got years of experience behind us, so we’re far less likely to fumble the ball.” Keenpac’s place in the luxury market really took hold when the company was awarded the Bulgari contract. After that the floodgates opened, and a host of luxury brands followed, impressed by the company’s client portfolio and its credentials as a luxury packaging specialist. Keenpac’s global reach is also a significant part of its appeal. As the company has grown, it has established a firm foothold at the centre of European and North American luxury markets. Since the late 90s, the company has been operating bases in North America, Italy, Switzerland, France and the UK, and enjoys the benefits derived from sharing knowledge and experience gained from working in diverse markets.

www.keenpac.com

Jewellery boxes for example, are notoriously specialist. And Keenpac’s experience has grown out of working with the very best watch and jewellery makers in Switzerland – Blancpain, Corum, DeGrisogono, Titoni, Breitling and Cartier. The level of craftsmanship to be found in the choice of finish, the soft fabric interior and the hand-stitching is exquisite, to complement the quality of the product inside. It’s a similar story with France, Italy and North America, where Keenpac’s strength has grown within the markets it has served – high fashion, cosmetics and beauty. So whilst the process of design and development for luxury brands is arguably little different from developing for non-luxury, it’s the attention to detail, the expertise and the determination to create something real in production from an artist’s vision that really makes the difference. And that’s the area where Keenpac over time, has carved its own niche.

www.keenpac.com

[email protected]

Switzerland Nyon, Switzerland Established: 2002 Staff: 3 General Manager: Frédéric Bastiat Client Portfolio Includes: Blancpain, Corum, De Grisogono, Titoni, Victorinox, Wenger, Brietling, Zenith Tel: +41 (0)79 378 45 11

[email protected]

North America Goshen, New York, USA Established: 1991 Staff: 15 Vice President: Lawrence Kelly Client Portfolio Includes: Apple, Estee Lauder, Jack Spade, Kate Spade, Liz Claiborne, Sephora, Tiffany, White House Black Market, Ella Moss Tel: +1845 291 8680

[email protected]

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Case studies

REVEL IN THE REVEAL The arT of luxury gifT packaging

Anticipation is the name of the game. When consumers buy luxury goods, they can often pay significant sums of money for them. So how best can luxury retailers give their consumers added value and ensure that every luxury purchase is giving as much as possible? It’s all in the ‘reveal’. For a packaging designer ‘the reveal’ is all about creating layers to help build expectation. Luckily we have an endless array of packaging types and materials in our armoury to help us achieve this. Tissue or pouches, boxes or bags, stickers and ribbons, there is a packaging accessory out there for every reveal! We of course, have to be careful not to over-package. But we have to look at things in the context of expectation. If you’re spending a great deal of money on a luxury item, you’d rightly expect a little more care and attention in the presentation. No one would expect an expensive watch to be presented in some bubble wrap and poly bag! Finding the right balance is crucial. Unwrapping the gift shouldn’t become a chore, and yet the designer must also ensure that the reveal has simplicity, quality and detail appearing almost tailored to each individual consumer. And what of the internet? Many luxury retailers see the opportunity the internet creates as part of a multichannel offering, and yet how can they create the same experience at home as in-store? The answer could be right there, in the power of the reveal – using the packaging itself to create the experience. For more then 30 years we at Keenpac have been helping our clients achieve the reveal, but we don’t stop there. We are always on the look out for more innovative ideas to help us help our client’s customers revel in the reveal!

Back to Black From the first store opening in Geneva, Switzerland in 1993 the De Grisogono brand has continued to rise in prominence. With 17 boutiques around the world, the brand’s continued growth is without doubt one of the luxury jewellery and watch sector’s biggest success stories.

The brand was founded by the passionate Fawaz Gruosi, after he worked as an agent for Harry Winston and later as the right hand man of the cult figure Gianni Bulgari. When Gianni Bulgari left the Bulgari group in 1993 so did Fawaz Gruosi, and along with two associates, they set up the brand we all know today as De Grisogono. Working tirelessly he was instrumental in bringing the black diamond, not seen since the 1930’s, back into trend, and for coining the term ’icy diamond’, one that is now commonly used for diamonds that have a milky look. With continued expansion and a reputation for the stylish and elegant, De Grisogono needed a packaging partner with the expertise, resources and knowledge to help design, produce and supply the extremely high standard of packaging required.

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In 2007 Keenpac Switzerland became that partner, producing packaging to emulate the De Grisogono boutique’s look of ‘baroque style palaces’. Today Keenpac Switzerland is proud to deliver jewellery and watch cases for the De Grisogono Prestigious Creations; a tribute to the black diamond collections that have contributed to the continued De Grisogono success. As celebrities like Naomi Campbell, Rihanna and Demi Moore continue to flock to the De Grisogono banner it is sure their rise to prominence will continue and Keenpac Switzerland will be there, as a strategic partner to provide their every packaging need.

www.keenpac.com

The very first LuxePack Fair was held in Monaco 23 years ago. The concept from the outset was clear; to be the international meeting place dedicated to the luxury goods packaging specialists. It’s a concept that hasn’t changed, and the fair ever since has become stronger and stronger over the years, developing a reputation within the packaging industry as the annual get together. Today innovation is one of the key themes. Not surprisingly, many exhibitors choose to launch their very latest innovations exclusively at LuxePack Monaco, and for that reason alone the show is unique in providing a truly global perspective of the very latest in packaging development. Other LuxePack Shows: Luxepack New York May 16/17 2012 Luxepack Shanghai April 3-4 2012

www.keenpac.com

The Premier Show for Luxury Packaging

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KEENPAC CREATIVE Here are eight great reasons why Keenpac’s creative design services add extra value to your packaging projects. Functional Packaging Design

Graphic Design Artwork Many of our clients already employ a design agency, so original concepts are often supplied in line with an existing campaign, brand or design style. We’re not about trying to steal your agency’s thunder, but we do work closely with them to ensure their designs work in production.

Having said all that, we’re concept designers through and through, so we’ll also develop designs from scratch, provided we have a good brief or clear brand guidelines. Or we’ll create the brief ourselves based on an assessment of your existing packaging and where we think it can be improved.

IT’S TIME TO MEET THE CREATIVES Find out what makes them tick...

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Product Samples

Packaging Technology Not strictly speaking part of the design process, but nevertheless, pretty vital since we’re designing for functionality as well as appearance. Our designs have to consider the final use of the product as well – things like storage conditions, transportation, as well as the raw materials themselves and how they are likely to perform in use.

Everything we produce is ultimately for application in a real situation, so we have designers who specialise in the construction side of things. Again depending on brief, we can take an existing packaging design and improve it, by making it easier to open or more cost-effective in production, or we’ll come up with something completely different, quirky or innovative, by way of shape or opening mechanism.

3D Visuals With packaging, we’re always working in three dimensions, not two, so it’s important that our designs can be viewed in the same way. We have the software to produce designs in 3d –so clients get a much better idea of what their packaging will actually look like when its produced. It’s a lot quicker to change something electronically than it is waiting for a whole new set of production samples to be produced!

In-House Mock Up Samples We can make a whole range of samples in house. It’s the next logical step following 3d imagery, and it’s just like seeing the real thing, without actually seeing the real thing.

We have an immense back catalogue of samples from previous production runs which is maintained on an almost daily basis. In every order, we ensure we retain a quantity of samples for our library, so that we have a ready stock of papers, foils, embosses, and handles available. They’re essential in helping us specify materials for production and they’re drawn from all around the globe. Not surprisingly, the sample aisle has become the ‘must see’ focal point of the Keenpac tour.

Innovation Showcase No designer can design in a vacuum, and we’re all bright sparks here, (most of us anyway) so we love to see new ideas for inspiration. Unlike your local printers and paper merchants who can hand out a ready supply of special papers, foils and finishes to help in the specification process, ours are over 5000km away so it’s a bit more difficult. Our colleagues from Keenpac Asia help us out though by sending us anything that’s new and different to help in development. We in turn pass this on by showcasing them in our Innovation area.

David Kerr

Pete Nicholls

Verity Massey

Emma Towers

Jo Davies

Job Title: Samples & Product Co-ordinator Years Experience: 9.5yrs Keenpac Service: 7.5yrs Employee of the Month Awards: 2 Job Skills: Product Knowledge, photography, photo editing, copywriting Personal Facts: David is Keenpac’s samples coordinator. He has a vast knowledge of products past and present. With his near photographic memory, he’s the go-to person for product knowledge and understanding of the European luxury retail sector. Likes: 6.30am breakfast with daughter Iris and son Jude Dislikes: Men in ill-fitting suits

Job Title: Packaging Designer & Technologist Years Experience: 16yrs Keenpac Service: 3yrs Employee of the Month Awards: 3 Job Skills: Packaging design, 3D design, animation, packaging technology Personal Facts: Pete is the self-taught packaging designer for the Keenpac Group. He has worked in manufacturing, product development and design within the luxury packaging sector and has a specialist interest in rigid gift boxes. Likes: Wotsits, sci-fi and spicy food Dislikes: Peas, tardiness and costume dramas

Job Title: Graphic Designer Years Experience: 8yrs Keenpac Service: 6yrs Employee of the Month Awards: 2 Job Skills: Artwork, 2D design, graphic design, trend research Personal Facts: Verity won 1st prize for the Royal Society of Arts (RSA) bursary award at University in 2001 for a project to design a New York loft interior. She won a prize of £2000 to travel round Australia for 2 months. Verity is Keenpac’s Graphic Designer and our resident expert on trends and textiles. Likes: Eating out (fine foods and wine of course) and attention to detail Dislikes: Untidiness and Westerns

Job Title: Graphic Designer Years Experience: 9yrs Keenpac Service: 5yrs Employee of the Month Awards: 1 Job Skills: Artwork, 3D design, animation, graphic design, website design Personal Facts: Emma is one of Keenpac’s most experienced Graphic Designers. She has a wealth of product knowledge drawn from the years she’s been with Keenpac, and she’s a real talent when it comes to designing and visualising in 3d. Likes: Wine and chocolate Dislikes: Grumpiness

Job Title: Marketing Manager Years Experience: 20yrs Keenpac Service: 1.5yrs Employee of the Month Awards: 1 Job Skills: Copywriting, editing, marketing & project management, branding & communications Personal Facts: Jo is Keenpac’s Marketing Manager and works closely with the sales team to ensure Keenpac are always up to date with the latest marketing materials. Jo also heads up the Keenpac Creative Team. Likes: Curling up with a good book Dislikes: Rude drivers

www.keenpac.com

www.keenpac.com

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Product focus

In profile example of luxury packaging and the ultimate in brand consistency throughout the range. I think it’s a great honour for Keenpac to be the supplier of choice for one of the world’s biggest names in fashion.

A quick look at the very latest from around the globe…

Timberland Outdoor clothing expert Timberland is known for its strong environmental ethos, seen throughout its boots, shoes and clothing ranges. With this in mind, we’ve taken care to ensure their wooden hangers can also be traced right back to a sustainable source.

emporium This elegant ivory range was created by Keenpac’s inhouse graphic design team for the launch of the brand new Emporium store which opened in Summer. The finalised design features a beautiful geometric pattern, subtly embossed into a luxurious ivory paper, hot foiled with a matt silver Emporium logo and completed with matching grosgrain handles in ivory. Left unprinted, and with just a hint of the design in the background, the effect is both simple and elegant.

David Kerr An interview with the man who holds the key to Keenpac’s product samples

Jeell Founded in 1973 the Christian Bernard Group is one of today’s leaders in the watch and jewellery industry. Keenpac France has developed this unique jewellery box range for their in-house brand Jeel. Simple but with just a touch of detail, elegant.

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Keenpac has an impressive collection of product samples dating back over the last 30 years. We took time out to chat with the person who has the task of looking after them… What do you do at Keenpac? I manage and distribute, Keenpac Group’s production samples which are held here at the UK Head Office. I’m responsible for ordering, receiving, logging, photographing, storing and despatching samples of each and every product that comes into the business. We’re a big company, so it’s my job to keep everyone up to date with what samples we have, and ensure they’re always available for customers to see.

White House Black Market White House Black Market began in 1985 as a single, tiny boutique in Baltimore, Maryland. White House offered unique, individual collections of fabulous clothing and accessories in shades of white and ivory. After Black Market opened in 1995, both boutiques were combined into one concept, and White House Black Market was born. Today this American fashion brand has over

300 boutiques, dedicated to the same simple black and white concept. The packaging is no different. Developed by Keenpac North America this striking collection is created entirely in black – an honest simplicity that reflects the ethos of the brand.

How many different samples do you think you have in stock? Over 700 products from across the globe, ranging from luxury hand-made bags, machine bags, boxes, polythene bags, jewellery boxes, suit/garment covers, hangers, tissue paper, ribbon plus many more....

Bare Escentuals. This stunning cotton canvas tote made for beauty and make-up specialists Bare Escentuals just zips up and packs snugly away. In hot pink and metallic silver, it’s bound to be a hit with the girls.

www.keenpac.com

You’re one of the most popular and best known people at Keenpac – what’s the secret of your success? Service! If something is worth doing, it’s worth doing well, with passion and commitment from start to finish. It’s my role to demonstrate to customers what we do as a business, and it is important to give the right impression at all times. You’re known for your extensive product knowledge here. How do you acquire your product knowledge, and how do you remember as much as you do? My first job at Keenpac almost 8 years ago

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now, was to create the ‘sample aisle’ as we moved in from the building next door. Every sample was given its place in the aisle by me, so working closely with our product from day one, (and asking lots of questions along the way) has helped me build up my product knowledge. Our industry is always growing so there’s always something new you can learn. What is the best thing about your job? I work daily alongside our global offices, and have built up some wonderful working relationships, from Keenpac Italia, France, Switzerland and North America, which I am very proud of. It’s also how I have developed my brand/product knowledge from around the world. What is the most unusual sample that you’ve seen over the years? This would have to be the pillow pack collection that we produced for PPQ of Mayfair London back in May 2007 - giant cats’ eyes on all three sizes of the pillow packs. Some might say they were purrfect! (See what I did there?) Do you have a favourite/s? Without a doubt, the complete range we produce for Tom Ford via Keenpac Italia, (and not just because the man’s the best thing since Paul Weller!). The packaging is simple but effective with a great use of traditional colours, grey and brown. It’s a wonderful

What is the funniest thing that has happened to you at Keenpac? Shortly after Keenpac acquired Walsh &Jenkins, I built up a ‘working relationship’ (for samples/products etc...) with a person who was called ‘Kim’ based in Sidcup, Kent, who I assumed was female (all ‘Kims have been in my day!) After various conversations over the years, as you do at work, imagine my surprise when W&J visited Keenpac and I was introduced to Kim (which I was really looking forward to by the way) only to find out that Kim was in fact a man! How we laughed... moving on….next question? ‘Liveline’ was originally your idea - how did you come up with the idea and how does it work? It wasn’t 100% my idea, so won’t take all of the credit for it, but it was crucial for us to have an electronic version of the ‘sample aisle’ to speed up and simplify the process of showcasing our latest products. ‘Liveline’ is little like an e-commerce website. It allows product images to be emailed directly to a customer’s in-box, with just a few simple clicks, and acts as an online ordering system, when customers want to see the real thing. As well as Liveline, though, I would like to take all the applause for one of my original ideas – Keen to Talk. From compiling and despatching samples over the years, I thought we should have a ‘tempting’ mix of Keenpac branded samples that would we could fit in the post, the range has proved a great success and brought in a number of new orders. Sample anyone? If you would like your own Keen to Talk Pack, you can email David directly, at [email protected]

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In style FRENCH CONNECTION

BRAND ADVERTISING HISTORY Their campaigns have given the brand great exposure causing debate in the press. The adverts always aim to disrupt the normal formula of fashion advertising and leave the interpretation up to the individual.

Trend Focus Past & Present A simple advertising campaign launched FCUK onto the British High Street in the spring of '97 and has since evolved to personify the casualwear offering of the French Connection brand. A controversial ad campaign featuring the simple line 'fcuk fashion' hit the headlines and when 'fcuk advertising' followed hot on its heels, the attitude of the brand was established.

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2004 This campaign is a true mix of French Connection's English and French heritage combined with a stylish handmade paper bag, the effect exudes class and luxury.

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THE

keenpac

COLLECTION Keenpac has supplied French Connection with generic and promotional luxury hand-made paper carriers since 2001. As French Connection has evolved through the years from the infamous FCUK to the more recent Man Woman campaign, Keenpac has worked with them to develop the highest quality of packaging that reflects their unique, inspirational brand. French connection launches an advertising campaign without any logo or brand name using SOS paper bags produced by keenpac of course!

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2005

2011

In the Man Woman campaign French Connection have united British irreverence with European style bringing them to life through creating a visually arresting series of film style images that capture the consumer’s imagination.

A bright refreshing campaign of green fields and bright blue skies, with a newly developed script logo.

www.keenpac.com

www.keenpac.com

2011

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