Claessens House, 3 Mandeville Place, London W1U 3AP Telephone +44 (0) 20 7935 0770

www.claessensglobal.com

Over many years we have worked with

some of the largest and most prestigious

companies in the world. The fol lowing

pages give an overview of our expertise

in Corporate Identity Design and

demonstrate how we have helped our

cl ients to achieve success in the ever

competit ive world of branding.

C O R P O R A T E I D E N T I T Y D E S I G N

Russian Standard and Imperia Private Banking GroupHaving developed the world famous Russian Standard Vodka brand, Claessens were invited to develop

the corporate image for Roust’s Imperia private banking group. This corporate had to be versatile

enough to be applied across a variety of media as you will see on the following pages.P R I V A T E B A N K I N G P R I V A T E B A N K I N G

The pattern developed exclusively by Claessens for the Russian Standard brand was integrated across the overall group

The Presentation Pack

for the luxury Imperia

credit card had be

particularly impressive.

After considering several

concepts, this crystal

globe encasing the

credit card was selected.

Claessens oversaw the

production of the entire

packaging. Ensuring that

the final presentation had

the luxury appeal desired

to convey the strong

brand corporate identity.

The intricate details

of the corporate

were carried through

into the elements

of the credit card

presentation pack.

Imperia is the Private

arm of the banking

group, and for this

a more prestigious

image was created.

The Russian Standard pattern was

carried through into Imperia Private

Banking corporate work, giving a

subtle link back to the mother Brand.

C R E D I T C A R D P R E S E N T A T I O N

Livery development for a luxury

jet. The result was an aircraft livery

which is considered amongst the

most intricate and detailed of any

liveries attempted before.

The finished plane is truly stunning.

Every last detail of the aircraft was

considered during the development

of the livery. Tough restrictions

apply to painting aircraft and this

meant complex discussions with

the aviation authorities. Claessens

advised on the application of the

design and an necessary revisions

were made according to the shape

and contours of the plane.

P R I V A T E A I R C R A F T L I V E R Y

Gallo - Winery Corporate Old corporate identity

Gallo - Winery Corporate New corporate identity

Gallo Family VineyardsFull strategic positioning advice was given by Claessens in the creation of the new corporate

identity. Moving from a name synonymous with the founders, to a “bar call” that encompasses

all generations of the Gallo family.W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E

The old corporate identity required a

lift in order to reflect the modern day

Gallo Family Vineyard.

The symbol was created as a lasting legacy to the founders

“the two wise men”, while at the same time evoking a splash

of wine and the passionate heart of Gallo

It was important that the new brand identity had the

versatility to brand the company’s products whilst

also working at a corporate endorsement level.

The new corporate

needed to be used to

endorse the companies

online presence, whilst

also carrying out its

conventional role on the

company packaging.

Following the development of the

new corporate identity. Claessens

subsequently developed the

whole Gallo tier system of wine

branding, quality and price

expectation as well as stand out

on shelf.

GALLO SALES UP 35%Gallo entered the overall top 50 ranking

with a sales rise of 35% to £140M.

E&J Gallo’s re-branding of its core range

under the Gallo Family umbrella,

intended to boost on-shelf recognition,

appears to have paid off.

Marketing August 2007

W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E

Marché - Retail & RestaurantsOld corporate identity

Marché - Retail & RestaurantsNew corporate identity

Marché- MövenpickMarché required an evolutionary upgrade of their corporate identity for their European chain of shops

and restaurants. Their old corporate was tired and falling behind in a traditionally highly

competitive sector. Claessens developed a new corporate identity which was sympathetic to the

existing presentation but with enough energy to engage a modernising and knowledgeable consumer.R E T A I L & R E S T A U R A N T S R E T A I L & R E S T A U R A N T S

A memorable symbol that would

standout even when applied to the

smallest of media was achieved.

The old corporate identity

lacked credibility.

The requirement to apply the new brand identity

to a variety of products and retail signage called

for a strong, bold and adaptable design.

R E T A I L & R E S T A U R A N T S

As with any corporate identity

in the 21st century, the ability

to achieve good stand out on

the World Wide Web is crucial

to success. The simplicity of the

Marché identity lent itself well

to endorsing the company’s

online profile.

It was imperative that the new Marché corporate

was recognisable at a distance when travelling at

speed in a vehicle.

Antinori - Winery Corporate Initially designed by Claessens in 1994

Antinori - Winery Corporate Upgraded by Claessens in 2009

Antinori - Winery CorporateMarchesi Antinori Srl is one of the largest Italian wine companies and can trace its history back

to 1385. Their innovations played a large part in the “Super-Tuscan” revolution of the 1970s.

With such a rich history the brand corporate had to reflect this background whilst also working

in harmony with the company’s state of the art winery.W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E

Claessens ensured that the new company corporate

had the versatility to endorse the winery online as

well as in its traditional settings.

Claessens recommended to use “26 Generazioni”

as a more emotional way of communicating the

incredible family history.

W I N E R Y C O R P O R A T E W I N E R Y C O R P O R A T E

The new corporate was

used successfully across

the company’s range

of wines, helping to

create an internationally

recognised brand image.

As well as being

suitable for corporate

applications, the new

identity had to be

versatile enough to

be applied to more

functional items in

order to complete the

finishing touches.

Red October ResidenceClaessens were commissioned by an investment group to create the corporate identity

for a new lifestyle venture. Creating apartments and luxury environment within the

original “Red October” chocolate factory, on the banks of the Moscow river, opposite

the Kremlin in Moscow.L U X U R Y R E T A I L L U X U R Y R E T A I L

The design of the

new identity had to

communicate luxury,

attracting the wealthiest

clientele to the project

It was important to create

the highest quality image,

portraying a sophisticated

lifestyle.

FinBank - Ukraine Banking GroupOld corporate identity

FinBank - Ukraine Banking GroupNew corporate identity

FinBank - Ukraine Banking GroupThe Ukrainian bank, FinBank required a revolutionary upgrade of their corporate identity.

Their old corporate was too evocative of a by-gone age and lacked credibility in the 21st

century. They asked Claessens to develop a new corporate identity which would give a

much more international feel for a forward thinking consumer bank.C O R P O R A T E B A N K I N G C O R P O R A T E B A N K I N G

The old corporate identity lacked credibility.

The new image developed by

Claessens had to be dynamic

and appealing when applied to

consumer products.

As with any corporate it

was important to have a

memorable symbol which

could be used across

promotional items and

literature.

C O R P O R A T E B A N K I N G C O R P O R A T E B A N K I N G

The FinBank corporate identity developed by Claessens also had to be applied to outdoor sig-

nage. Here it was important to have good bold standout so as to compete fiercely among the many

competitors in a fast moving international market place.

Whether the building was modest or domineering the Finbank corporate had to fit in and deliver the

intended message of a 21st century bank with a forward looking philosophy.

The final image

achieved its

objective and

had the desired

presence among

the competitors.

Saudia - Dairy ProductsOld corporate identity

Saudia - Dairy ProductsNew corporate identity

Saudia - Dairy ProductsSaudia Dairy & Foodstuff Company (SADAFCO) is a leader in the UHT (Long Life) Milk market in Saudi Arabia, with the

Saudia brand capturing more than half of the Long-Life Milk market and almost a third of Total Drinking Milk. Their old

corporate was too basic and lacked any credibility in the FMCG market. Claessens developed a new corporate identity

which encompassed the client’s requirement to communicate in both English and Arabic languages.D A I R Y C O R P O R A T E D A I R Y C O R P O R A T E

As with any corporate identity in the 21st century, the ability to achieve good standout on the World Wide Web is crucial to success. The simplicity of the Saudia identity leant itself well to endorsing the

company’s online profile.

Whilst projecting the correct

image at corporate level the

new identity came to life

when applied across all the

company’s packaging.

Guards Polo Club - CorporateNew corporate identity

Guards Polo Club CorporateThe Guards Polo Club is the polo club most closely associated with the British Royal Family. The Club is

based at Smiths Lawn, in Windsor Great Park, so with such a rich and prestigious background, it followed

that the corporate identity must reflect the origins of the club.S P O R T C O R P O R A T E

S P O R T C O R P O R A T E S P O R T C O R P O R A T E

Whilst projecting the prestige of

the Guards Polo Club, the new

corporate also had to be adaptable

to a variety of merchandise and

promotional literature.

Claessens ensured that the new company

corporate had the versatility to endorse the

club across a broad range of media.

Mövenpick - Restaurants & HotelsOld corporate identity

Mövenpick - Restaurants & HotelsNew corporate identity

Mövenpick - Restaurants & HotelsMövenpick of Switzerland required an evolutionary upgrade of their corporate identity. Their old

corporate had a tired feel to it and lacked the upmarket image that the company wished to project.

Claessens were asked to develop a new corporate identity which would keep the essence of the

current image whilst achieving a higher quality feel.C O R P O R A T E H O T E L S C O R P O R A T E H O T E L S

The old corporate identity required an uplift

The requirement to apply the new brand identity

to a variety of products and retail signage called

for a strong, bold and adaptable design.

A memorable symbol that would

standout even when applied to the

smallest of media was achieved .

C O R P O R A T E H O T E L SC O R P O R A T E H O T E L S

The corporate had to lend itself to a variety of applications from

exclusive Hotels to the packaging of the company’s array of

exclusive products and even the company’s online presence.

The final image achieved

its objective and had the

desired effect whether

endorsing Hotels or retail

outlets.

Claessens House, 3 Mandeville Place, London W1U 3AP Telephone +44 (0) 20 7935 0770

www.claessensglobal.com