Rue de fleur is the second project implemented by MILDBERRY for Global Beauty, the company that is developing dynamically in retail markets of several CIS countries. This time we faced the task to develop a brand of the retail chain for bijouterie and accessories for ladies, including a concept, name and an integrated brand identity system.

Market research carried out in Kazakhstan, Armenia and Belarus enabled us to study the target audience and identify insights for the brand development. Bijouterie and accessories are an integral part of the image of a modern young woman; they help her to express herself and always look attractive. Shaping an individual style and selecting appropriate accessories is a creative and deeply personal process for any girl. That is why the bijouterie and ladies accessories represented in the retail chain have to match a diversity of styles, tastes and moods, and new ideas must be part of the atmosphere of the store.

This is how we created the concept of a new brand of the retail chain, where guaranteed quality, a wide range of products and up-to-date design inevitably inspire shoppers for new experiments with their style. When we began working on the brand, we tried to create a special environment, where a woman will choose her new image, to create a space that will spark her imagination and open up new opportunities. We chose the brand slogan “Inspiration and style changing your life!” Our work on naming resulted in choosing the name Rue de fleur. Its component French words helped, on the one hand, to internationalize the brand, and on the other hand, to attach it the charm of the country of elegance and beauty making it indicative of the European traditions of high quality.
MILDBERRY designers suggested eight different concept designs for this name.

The chosen concept emphasizes such emotional features of the brand as youth and inspiration. This is a combination of the general white background, contrasting black and white graphics as well as pink color accentuation, adding a sense of femininity and youthfulness. The expressive element and the conceptual basis for the visual communication of the brand is the graphic symbol of a young girl flying on a dandelion.

As early as during the development of the concept we were considering how the last would work in the structural elements of the stores. As a result, what we came to were not just color and graphic solutions, but an organic interaction of color, light, images and forms in real interiors.

MILDBERRY designers and technical consultants worked through every detail in the structures, zoning, lighting and navigation of the stores. Over a thousand of assortment items of bijouterie and ladies’ accessories were harmoniously placed in the store space due to the well-considered layout. A combination of spatial and pinpoint lighting allows showing each item literally “in a favorable light”. The deflection of the brand color palette in the interior adds a sense of air due to the white main color, and the black suspended ceiling structures form the space while creating a sense of completeness. Slanted mirrors, which have a special function, also expand the interior space of the store: shoppers can immediately see how various items of jewelry look on themselves. The color and graphic emphasis is laid on the cashier area. The elegant uniform of the staff, which matches the brand colors, finishes the general image.

All the works related to development of the brand were done promptly: in March 2010 the project was launched and as early as in September the first Rue de fleur store was opened in Astana. Now the chain is developing rapidly. In 2011 it is planned to open Rue de fleur stores in Russia.