De Bijenkorf is the only premium department store in the Netherlands, however this unique position wasn’t reflected in their existing brand identity. To fully exploit the potential of the brand, de Bijenkorf needed more than an identity which confirmed its premium position; it needed a rich design language to really fulfil its role as an inspirational brand.As part of the rebranding exercise VBAT were asked to develop a number of eye-catching posters for key departments within the store, each reflecting a specific product group in an inspirational way.

An iconic poster series which brings the hexagon to life using premium imagery to reflect the essence of the brand’s character. More than just filling a hexagon, the posters are quintessentially de Bijenkorf, genuine, rich and sensual.

De Bijenkorf has recaptured it’s premium status, the rebranding has been a very visible signal of this success.