Robinsons
Launch Campaign & Visual Identity
Robinsons is a legendary department store in Singapore - an iconic destination for the Far East's most fashionable since 1858.
Reincarnated in Dubai as the region’s largest department store, it represents a new kind of shopping experience.
I was tasked with completely revamping the brand for the market - this meant a more premium positioning and a campaign designed to showcase the true breadth of experiences on offer.
Inspired by exotic, botanical-themes of the brand’s Singaporean roots - its heritage and culture - we started with the in-house creation of a new visual identity and ended with an international collaboration with renowned Madrid-based artist Ernesto Artillo.
And as the store itself creates serendipitous moments and surprising exchanges, so the design is ever changing and always fresh.
Agency: Impact BBDO / Proximity
Client: Robinsons Department Store
Executive Creative Director: Scott Leder
Art Director: TK Tennakoon
Copywriters: Khadra Mohamed & Caroline Celliers
Campaign Artist: Ernesto Artillo
Campaign Advertising
Working with Ernesto Artillo, we shot & created a collection of models, botanicals, flowers and illustrations. This gave us great flexibility to create beautiful layouts. Depending on the message, we'd effectively mix and match.
Packaging Suite
Bags, Boxes & Wrapping
Alongside the campaign, I designed the complete packaging suite to make it as luxurious and surprising as the store.
Modern and minimalist on the outside, the interior was a veritable treasure of contrast, lined with patterns and texture to combine with shopped goods to create a kaleidoscopic clash of color.
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Stationery Suite
Printing Impressions
I applied the visual system across collaterals and a completely custom stationery system which included; e-commerce suite, bespoke notebooks, letters, envelopes, stamps, writing utensils
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Loyalty
Gift Cards
Written as little love notes to our customers, our Gift Card concept were an opportunity to express the new brand in fun, personable ways.
The Signet Club
For our VIP customers, we welcomed them to the Signet Club -
an exclusive inner circle of fashionistas.
Rose gold RFID-activated keyrings were proposed as a stylish alternative to the tired loyalty card. Bold and distinctive, they were also practical - always at the ready when making purchases.
Content & Stories
The Robinsons Field Guides
It's a jungle out there. To help intrepid fashionistas navigate the wilds of trend land, we proposed the Robinsons Field Guides. A bespoke, pocket-sized series of inspiration, highlighting the season's trends and exclusive collections in-store.
Intended to be collectible issues that can be enjoyed and referred to over and over again, the SS18 editions were positioned as The Urban Guide to Futuristic Fashion Utopia, highlighting the exciting new movements of Athleisure & the Urban Luxe Futurist.
