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BENDES STUDIO: NEW ROLE OF JEWELRY

BENDES STUDIO – NEW ROLE OF JEWELRY

Béndes Studio is one of the most recognizable wedding jewelry companies in Russia. Together with the guide of Béndes Studio, ARENAS@lab team developed the brand vision, redefined company image and designed new characteristics of jewelry and Béndes retail environment.
By series of iterations an integrated strategy of product line development was created for different groups of clientele, a range of guidelines, training materials to implement a new design system.
Design Strategy
In the world of new channels of communication, technologies and enlightened clients the changes are our life force.
To create a more forward-looking version of itself Béndes Studio reached out to ARENAS@lab. The brand was already in the process of optimization that is why we began the project with a new structure of the brand and elaboration of its new visual identification.
Immersion and benchmarking
Before starting work on the strategy, a benchmarking session was held, during which the client team plunged into the key industry trends. The themes
of modern jewelry brand attributes, changing audience preferences, jewelry design trends and ideas on possible brand positioning were touched upon.
We analyzed more than 100 jewelry brands and niche brands in order
to identify ideas and hypotheses for the development of Béndes Studio.
Valeri Arenas
Creative Director
"Jewelry industry in Russia is rather archaic thus we were impressed by the scope of the
work we had to opt in. In concert with Béndes team we had a chance to endow the product,
brand and design process with attributes that are capable of widely influence the interest of
the audience, enhance the amount of requests and overall revenue of organization business
units."
Valeri Arenas
Creative Director
"Jewelry industry in Russia is rather archaic thus we were impressed by the scope of the
work we had to opt in. In concert with Béndes team we had a chance to endow the product,
brand and design process with attributes that are capable of widely influence the interest of
the audience, enhance the amount of requests and overall revenue of organization business
units."
Brand Positioning
From the period when cooperation was established, Béndes Studio was developing a line of wedding and engagement rings. We added new lines in the portfolio of the brand: batch
production of accessory collections and everyday jewelry.
A joint briefing revealed the nine key priorities
for Béndes Studio:
1
Strengthening of relations with the existing audience
2
Creation of an appealing profile for a new audience
3
Development of the brand platform and fresh positioning
4
Renovation of the brand design philosophy
5
Formation of new user experience in all the main communication channels
6
Brand preparation for the scaling up and secure European market entry
7
A renewed product templates development
8
Design of a new line of jewelry
9
Operational test of jewelry design hypotheses
By comparing the presentation of jewelry products and goals of the users we identified an optimal segment of the brand — Bridge Luxury. Béndes Studio jewelry serves as a means for
a modern person to achieve ultra heights in life, utilize his or her potential through unique style which emphasizes personal charisma, illustrates the scope, intellect and a life stand
of an individual.
We placed Contemporary Classic style at the heart of the design philosophy. It unifies finesse, flawless execution, functionality and expression.
Within the framework of platform setup, our team discovered the essence of the brand, its design philosophy, communication policies, main attributes, characteristics of every interaction with the audience as well as key archetypes as the Aesthete (Adult, Elegant) and the Explorer (Creative, Idealist). This allowed us to accurately form graphic language and key methods in the system of identification.
New identity search
It was pivotal to maintain continuity of communication and remodel the "voice" of the brand during the development
of a new Béndes Studio design to ensure coherence with
new goals and strategies of the company.
In the previous version of Béndes Studio attributes of the brand lacked congruency and existed separately that is why we moved towards its identification redesign and developed a
central brand constant. We based our work on the principles of timeless design that revolved around harmony, composition and tempormatics.
Emil Iskhakov
Art Director
"The new font is more proportional, clear, it endows the brand with a youthful individuality, expression and relevance. General reduction of logo constants allows to represent it in a broad assortment of environments: jewelry labelling, printed products, diverse formats of digital space."
To construct an integral visual identity it is focal to convey the main ideas of the brand in a visual metaphor. It is obvious what this metaphor is from the name (BEND)ES. In English
"to bend" means to shape into a curve or angle. This concept was a starting point for the creation of a mood board with meanings and expedients which are associated with Béndes
Studio brand.
Pavel Kelin
Executive Director
Béndes Studio

"A new individuality engendered a whole new area of meanings, stories and shades. This brings the brand closer to the fashion world and forms a new jewelry user experience - jewelry is no longer a luxury but a means to an end. We didn't expect that the result of work would impress us to such an extent. We even went so far as to reconsider our approach to
jewelry design."
The principle curvature of the matter formed the basis of the graphic technique with multiple lines that represent a sequence of coordinates generated by the code. A modern interpretation of natural landscapes and forms is one of the indications that modern jewelry art proceeds its advancement in a digital sphere.
The logo has an unusual method of affixing: left and right ends go beyond the borders of a two-dimensional plane. Thus the classic graphics is transformed into a fresh avant-garde tactic.
Pavel Kelin
Executive Director
Béndes Studio

«ARENAS®lab ensured the desired changes: clarity, fashion, power, creative energy and
systemic tools to implement the vision."
We aimed at communicating the spirit of a "new luxury"
in printed materials of the brand. To accomplish the purpose we orchestrated a major research that included a selection
of materials, color palette, decoration, types of printing and production. As a result we have not only arrived at an urbanistic, modern style but reduced the cost of printed materials production.
Jewelry Collection
A brand is an ecosystem the integrity of which is sustained by the consistency of every aspect of the contact. The product is an essential element of the brand, therefore, a new identity
provided the foundation for another Béndes Studio collection.

We have created 150 hypotheses for new products that are included in 6 accessory collections of Béndes Studio.
Weekly our team generated about 30 new products which were then tested on Instagram audience. In the framework of which we customized and launched Instagram and Facebook
advertising campaigns. As a consequence, the demand for new jewelry significantly surpassed the demand for old collections.
After testing the hypotheses we assembled and
clustered the data. We have selected the priority designs and finalized them in the collection.
Pavel Kelin
Executive Director
Béndes Studio

"After launching new products release we have gained many enthusiastic responses from the
existing audience. Yet the prevailing demand was from the new audience- consumers
of a "new luxury" segment."
A new user experience
and website interface
We adapted the system of design for a digital environment,
we have created a desktop and mobile version of the site. While working on the web design we took into account the main

Béndes Studio user stories as well as the positive and negative experience of a former version of the site.
Packaging of jewelry
and accessories
When designing packaging it is pivotal to take into account the diversity of packaging forms (from small boxes to big cases) as well as making them flexible and harmonious reducing the
cost of their production at the same time.

We came up with two types of packaging for the products:
— white boxes made of a design cardboard
— black leather cases
White boxes are basic for Béndes Studio products with interior design foam rubber for jewelry safekeeping.

Black Béndes Studio leather cases are designed for special occasions. Inspired by Cartier and Tiffany cases they do not concede to the former brands in as much as the impression, material and the level of execution is concerned. They outstrip the mentioned brands in tactile impressions since their interior is made of velour.
A moderate and elegant design of the packaging does not steal the initiative, it accentuates and adds up upon the image of Béndes Studio jewelry. In addition, the balanced typography
and printing devices originate the feeling of a monumental
and self-consistent object.

Specification and technical sketches for production were exclusively developed for every article.
Pavel Kelin
Executive Director
Béndes Studio

"There remains no room for complacency as we strive for bringing the quality of our
materials to the ones assigned in the concept and guidelines."
Retail space and its toolkit
Béndes Studio jewelry brand incorporates the jewelry industry techniques, fashion, modern art and contemporary lifestyle. This has also converted the concept of the brand retail
environment.

Visiting a jewelry studio is not a necessity but an occasion which is tantamount to attending at the opening
of contemporary art exhibition. Subsequently, the retail environment can acquire a galore of attributes of a modern
art gallery. On the one hand it creates a new culture and context of jewelry shopping and on the other it allows
to escape the interior stereotypes and it makes an enterior remodeling cheaper through applying simple and minimalistic design principles.
Not as often do successful companies decide to wholly revolutionize their approach and accomplish a 360-degree renovation of all communication channels on short notice.

In a zealous effort to create a precious gem of a project, we understand that it should attain maturity. We succeeded in presenting the best view of every aspect of Béndes Studio
business: from the strategy and graphic design to packaging, decoration, catalogs and digital
platform.

While working on a project we established trusting relationships with Béndes Studio and unanimously improved strategies, spread the creative approach through open dialogue and weekly collaborations.
Constantine Kytin
The founder of Béndes Studio
"It took the courage to take such an important decision to change especially in the limited
time available. To achieve aт ambitious goal we risked to lose the existing market but
fortunately, ARENAS®lab have an extensive experience and they also had a clear-cut
understanding on the line of work to be done. Initially, we didn't want a revolution but it
happened."

PROCESS

5420
30+
16
5
Hours Our Experts Worked on Projects
Meetings Held With the Bendes Studio Team
Full Presentations Conducted
by Our Team
Months to Implement
All Projects
10
160
300+
6
Experts from Different Disciplines Worked On the Project.
Jewelry Designs Designed by Team
Objects of Identification Systems Designed
SMM Campaigns Conducted
100+
60+
130
Companies and Brands Analyzed

Gigabyte Referents
Collected
Instagram Posts Posted

SCOPE OF WORK

SCOPE OF WORK
Design 1.0 (Communicational)
Psyhology
Sociology
Behavioral Modelling
User Etnography
Ergonomics
Human Factors
Semiotics
Design 2.0 (Product/Service)
Brand Experience Design
Digital Experience Design
Service Design
Concept Development
Storytelling
Sense-making
Jewellery Design
Retail Design
Environmental Design
Website design
Creative Direction
Production Coordination
Work with Stakeholders
Design 3.0 (Business)
Business Model Prototyping
Analytical Thinking
Systemic Thinking
Research & Synthesizing
Teamwork
Facilitation
Agile Project Management
Workshop Design
Design 4.0 / Social
Psyhology
Sociology
Behavioral Modelling
User Etnography
Ergonomics
Human Factors
Semiotics
Design 1.0 (Communicational)
Psyhology
Sociology
Behavioral Modelling
User Etnography
Ergonomics
Human Factors
Semiotics
Design 2.0 (Product/Service)
Brand Experience Design
Digital Experience Design
Service Design
Concept Development
Storytelling
Sense-making
Jewellery Design
Retail Design
Environmental Design
Website design
Creative Direction
Production Coordination
Work with Stakeholders
Design 3.0 (Business)
Business Model Prototyping
Analytical Thinking
Systemic Thinking
Research & Synthesizing
Teamwork
Facilitation
Agile Project Management
Workshop Design
Design 4.0 / (Social)
Psyhology
Sociology
Behavioral Modelling
User Etnography
Ergonomics
Human Factors
Semiotics

PROJECT TEAM

PROJECT TEAM
Valeri Arenas
Aisha Arenas
Emil Iskhakov
Victor Adeev
Tatyana Kostenko
Vladimir Octo
Yan Evtushenko
Catherine Tolstoy
Anastasia Shcheglova
Anton Vishnyakov
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