{"id":1025,"date":"2014-08-13T19:27:56","date_gmt":"2014-08-13T19:27:56","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=1025"},"modified":"2016-05-30T03:00:41","modified_gmt":"2016-05-30T03:00:41","slug":"rebranding-parisian-department-store-le-bhv-becomes-le-bhv-marais","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2014\/08\/rebranding-parisian-department-store-le-bhv-becomes-le-bhv-marais\/","title":{"rendered":"Rebranding: Parisian Department Store Le BHV becomes Le BHV Marais!"},"content":{"rendered":"<p><strong>Le BHV Marais is a shopping department store located in the trendy district of Le Marais, in Paris. The department recently store unveiled a fresh identity with a new look and positioning!<\/strong><\/p>\n<p>BHV stands for Bazaar de l\u2019H\u00f4tel de Ville, because it is located near the city hall in Paris (Place de l\u2019H\u00f4tel de Ville) in the 4th district. For years, the Marais has been one of the most attractive areas of Paris, with many artists, fashion designers, cafes, art galleries and bars. BHV has now chosen to include the Marais in its brand image to become Le BHV Marais.<\/p>\n<h1>1)\u00a0The challenge:<\/h1>\n<p>This rebrand strategy represents one of the most impressive identity works of these past months: new brand, new logo, new visual identity, new store design, new packaging, new ads, new uniforms, and new online presence! Everything was redesigned with the objective to conserve the brand\u2019s heritage while highlighting the geographic position of the store and attracting a new type of consumer.<\/p>\n<p>The rebrand was led by Olivier Bontemprs, creative and partner of the agency Royalties, and the communication strategy was imagined by Rosapark Agency.<\/p>\n<h1>2)\u00a0New target market, brand positioning and slogan:<\/h1>\n<p>Today the retail store wants to become the \u201cnew inspiring department store\u201d for \u201ctrendy and creative urbanites\u201d. The new slogan chosen for the department store is\u00a0 \u201cle style comme style de vie\u201d, which means \u201cstyle as lifestyle\u201d.<\/p>\n<p>The company therefore needed:<\/p>\n<ul>\n<li>A new name to mark the evolution of the brand<\/li>\n<li>A new visual identity to reflect the new positioning.<\/li>\n<\/ul>\n<h1>3)\u00a0New Name &amp; Logo<\/h1>\n<p>Anne-Marie Gaulthier, Communications and Marketing Director of the group of department stores, explained that they needed to get away from the historic dark green logo for a fresh and modern logo that would better represent the idea of a premium department store.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1056\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy.jpg\" alt=\"bhv_marais_rebrand_branding_30 copy\" width=\"827\" height=\"309\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy.jpg 827w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy-300x112.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy-768x287.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy-380x142.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_30-copy-800x299.jpg 800w\" sizes=\"auto, (max-width: 827px) 100vw, 827px\" \/><\/a><\/p>\n<p>The inclusion of the word \u201cMarais\u201d brings the store\u2019s cultural heritage and the trendy aspect of the neighborhood to the forefront.<\/p>\n<p>The orange slash at the center of BHV\u2019s new identity represents what BHV calls the \u201cslasher\u201d generation &#8211; in other words, the digital youth, who do more than one thing at the same time, much like the \u201ccreative urbanites\u201d.<\/p>\n<h1>4)\u00a0New Identity<\/h1>\n<p>This new identity follows the modernization strategy of the department store. The company reorganized the interior design of the stores but kept the traditional department sections (DIY, decoration, creative arts) that differentiate the offer from the competition.<\/p>\n<p>The company explained that what consumers look for in big department stores is inspiration. Although the BHV is facing rising online competition, many consumers still enjoy walking through different departments and like to be inspired by physical displays.<\/p>\n<p>Therefore, Alexandre Liot, Director of the BHV created new demonstration spaces and restaurant areas scattered across the different sections and floors. The team wants to bring the store to life with the notions of pleasure and unique consumer experience.<\/p>\n<blockquote><p>\u201cWe decided to really make the inside of the store like a continuation of the streets in the Marais, so the aisles are a bit wider and you have the feeling of wandering through individual shops,\u201d says Gaultier (<a href=\"https:\/\/www.bonbrand.com\/blog\/the-new-bhv-iconic-paris-department-store-targets-the-bobos\/#.U-lZS4BdVgs\">cited in Bonbrand<\/a>)<\/p><\/blockquote>\n<p>The BHV Marais\u2019 new website is rich in content and editorial, reflecting the brand\u2019s accent on social media and lifestyle, and makes use of its new trademark orange slash.<\/p>\n<p>The new bags are bright orange, just like the logo\u2019s slash.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1054\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28.jpg\" alt=\"bhv_marais_rebrand_branding_28\" width=\"600\" height=\"450\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28-300x225.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28-200x150.jpg 200w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28-260x195.jpg 260w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_28-380x285.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a>\u00a0\u00a0<a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1052\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26.jpg\" alt=\"bhv_marais_rebrand_branding_26\" width=\"600\" height=\"447\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26-300x225.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26-200x150.jpg 200w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26-260x195.jpg 260w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_26-380x283.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1051\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25.jpg\" alt=\"bhv_marais_rebrand_branding_25\" width=\"600\" height=\"450\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25-300x225.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25-200x150.jpg 200w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25-260x195.jpg 260w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_25-380x285.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_24.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1050\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_24.jpg\" alt=\"bhv_marais_rebrand_branding_24\" width=\"600\" height=\"400\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_24.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_24-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_24-380x253.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a>\u00a0\u00a0<a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_22.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1048\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_22.jpg\" alt=\"bhv_marais_rebrand_branding_22\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_22.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_22-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_22-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_21.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1047\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_21.jpg\" alt=\"bhv_marais_rebrand_branding_21\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_21.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_21-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_21-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_20.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1046\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_20.jpg\" alt=\"bhv_marais_rebrand_branding_20\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_20.jpg 600w, 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https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_19-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_18.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1044\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_18.jpg\" alt=\"bhv_marais_rebrand_branding_18\" width=\"600\" height=\"423\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_18.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_18-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_18-380x268.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_17.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1043\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_17.jpg\" alt=\"bhv_marais_rebrand_branding_17\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_17.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_17-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_17-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_16.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1042\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_16.jpg\" alt=\"bhv_marais_rebrand_branding_16\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_16.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_16-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_16-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_15.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1041\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_15.jpg\" alt=\"bhv_marais_rebrand_branding_15\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_15.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_15-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_15-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_14.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1040\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_14.jpg\" alt=\"bhv_marais_rebrand_branding_14\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_14.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_14-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_14-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_13.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1039\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_13.jpg\" alt=\"bhv_marais_rebrand_branding_13\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_13.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_13-300x212.jpg 300w, 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href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_11.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1037\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_11.jpg\" alt=\"bhv_marais_rebrand_branding_11\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_11.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_11-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_11-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_10.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1036\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_10.jpg\" alt=\"bhv_marais_rebrand_branding_10\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_10.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_10-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_10-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_9.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1035\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_9.jpg\" alt=\"bhv_marais_rebrand_branding_9\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_9.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_9-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_9-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_8.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1034\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_8.jpg\" alt=\"bhv_marais_rebrand_branding_8\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_8.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_8-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_8-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_7.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1033\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_7.jpg\" alt=\"bhv_marais_rebrand_branding_7\" width=\"600\" height=\"423\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_7.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_7-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_7-380x268.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_6.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1032\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_6.jpg\" alt=\"bhv_marais_rebrand_branding_6\" width=\"600\" height=\"423\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_6.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_6-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_6-380x268.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_5.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1031\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_5.jpg\" alt=\"bhv_marais_rebrand_branding_5\" width=\"600\" height=\"423\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_5.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_5-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_5-380x268.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1030\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_4.jpg\" alt=\"bhv_marais_rebrand_branding_4\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_4.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_4-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_4-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-1029\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_3.jpg\" alt=\"bhv_marais_rebrand_branding_3\" width=\"600\" height=\"423\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_3.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_3-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_3-380x268.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1053\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27.jpg\" alt=\"bhv_marais_rebrand_branding_27\" width=\"600\" height=\"450\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27-300x225.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27-200x150.jpg 200w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27-260x195.jpg 260w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_27-380x285.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1028\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_2.jpg\" alt=\"bhv_marais_rebrand_branding_2\" width=\"600\" height=\"424\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_2.jpg 600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_2-300x212.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_2-380x269.jpg 380w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<h1>5)\u00a0The results<\/h1>\n<p>This brand transformation was very well accepted by the audience. According to the company, the number of visits to the store increased significantly, and the changes are reported to have attracted a new type of consumer to the department sections of the BHV Marais in Paris.<\/p>\n<p style=\"text-align: center;\"><strong>What do you think of this rebrand?<br \/>\n<\/strong><strong>Do you think historic brands always need to keep up with new trends?<\/strong><\/p>\n<p><em><strong>References: <\/strong><a href=\"https:\/\/www.royalties.fr\/Le-BHV-Marais-Rebranding\">Royalties Agency, <\/a><a href=\"https:\/\/www.bonbrand.com\/blog\/the-new-bhv-iconic-paris-department-store-targets-the-bobos\/#.U-lZS4BdVgs\">Bon Brand, <\/a><a href=\"https:\/\/lareclame.fr\/annonceur-laurence-barba-bhv-marais\">La R\u00e9clame,<\/a> <a href=\"https:\/\/www.underconsideration.com\/brandnew\/archives\/new_name_logo_and_identity_for_le_bhv_marais_by_publicis_royalties.php#.U-lZVIBdVgs\">Underconsideration,<\/a> <a href=\"https:\/\/www.behance.net\/gallery\/Le-BHV-Marais\/9535113\">Behance<\/a><\/em><\/p>\n<p><em><strong>Pictures from: <\/strong><a href=\"https:\/\/www.behance.net\/gallery\/Le-BHV-Marais\/9535113\">Behance<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Le BHV Marais is a shopping department store located in the trendy district of Le Marais, in Paris.&hellip;\n","protected":false},"author":2,"featured_media":1049,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Le BHV Marais is a shopping department store located in the trendy district of Le Marais, in Paris. The department recently store unveiled a fresh identity with a new look and positioning!","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[207,11,240],"tags":[302,303,13,306,130,14,304,305,189],"ppma_author":[742],"class_list":{"0":"post-1025","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-strategy","8":"category-case-studies","9":"category-rebrand","10":"tag-bhv","11":"tag-bhv-marais","12":"tag-branding","13":"tag-department-store","14":"tag-identity","15":"tag-logo","16":"tag-marais","17":"tag-paris","18":"tag-rebrand","19":"cs-entry","20":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":207,"label":"Brand Strategy"},{"value":11,"label":"Case Studies"},{"value":240,"label":"Rebrand"}],"post_tag":[{"value":302,"label":"bhv"},{"value":303,"label":"bhv marais"},{"value":13,"label":"branding"},{"value":306,"label":"department store"},{"value":130,"label":"identity"},{"value":14,"label":"logo"},{"value":304,"label":"marais"},{"value":305,"label":"paris"},{"value":189,"label":"rebrand"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/08\/bhv_marais_rebrand_branding_23.jpg",600,424,false],"author_info":{"display_name":"Marion Andrivet","author_link":"https:\/\/www.thebrandingjournal.com\/author\/marion\/"},"comment_info":1,"category_info":[{"term_id":207,"name":"Brand Strategy","slug":"brand-strategy","term_group":0,"term_taxonomy_id":207,"taxonomy":"category","description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","parent":0,"count":94,"filter":"raw","cat_ID":207,"category_count":94,"category_description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","cat_name":"Brand Strategy","category_nicename":"brand-strategy","category_parent":0},{"term_id":11,"name":"Case Studies","slug":"case-studies","term_group":0,"term_taxonomy_id":11,"taxonomy":"category","description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","parent":0,"count":37,"filter":"raw","cat_ID":11,"category_count":37,"category_description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","cat_name":"Case Studies","category_nicename":"case-studies","category_parent":0},{"term_id":240,"name":"Rebrand","slug":"rebrand","term_group":0,"term_taxonomy_id":240,"taxonomy":"category","description":"","parent":207,"count":28,"filter":"raw","cat_ID":240,"category_count":28,"category_description":"","cat_name":"Rebrand","category_nicename":"rebrand","category_parent":207}],"tag_info":[{"term_id":302,"name":"bhv","slug":"bhv","term_group":0,"term_taxonomy_id":302,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":303,"name":"bhv marais","slug":"bhv-marais","term_group":0,"term_taxonomy_id":303,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":13,"name":"branding","slug":"branding","term_group":0,"term_taxonomy_id":13,"taxonomy":"post_tag","description":"","parent":0,"count":68,"filter":"raw"},{"term_id":306,"name":"department store","slug":"department-store","term_group":0,"term_taxonomy_id":306,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":130,"name":"identity","slug":"identity","term_group":0,"term_taxonomy_id":130,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"},{"term_id":14,"name":"logo","slug":"logo","term_group":0,"term_taxonomy_id":14,"taxonomy":"post_tag","description":"","parent":0,"count":18,"filter":"raw"},{"term_id":304,"name":"marais","slug":"marais","term_group":0,"term_taxonomy_id":304,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":305,"name":"paris","slug":"paris","term_group":0,"term_taxonomy_id":305,"taxonomy":"post_tag","description":"","parent":0,"count":2,"filter":"raw"},{"term_id":189,"name":"rebrand","slug":"rebrand","term_group":0,"term_taxonomy_id":189,"taxonomy":"post_tag","description":"","parent":0,"count":21,"filter":"raw"}],"authors":[{"term_id":742,"user_id":2,"is_guest":0,"slug":"marion","display_name":"Marion Andrivet","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Marion.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1025","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=1025"}],"version-history":[{"count":7,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1025\/revisions"}],"predecessor-version":[{"id":2455,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1025\/revisions\/2455"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/1049"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=1025"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=1025"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=1025"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=1025"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}