01.18.08

Shu Uemura products designed by Bergman Associates wins the Prix d'Excellence de la Beauté: le Palmarès 2008
« Ce qu'en disent nos jurés: « Il y a le chic fou des flacons, les parfums envoûtants, le glissant fabuleux des textures et les divins rituels d'application qui vont avec. Tout est là pour transformer l'idée toute bête de laver et soigner ses cheveux en une véritable cérémonie de beauté. »

01.15.08

Bergman Associates featured in Communication Arts Magazine
see articles/PRESS for more...

12.15.07

Bergman Associates featured in HowDesign Magazine
see articles/PRESS for more...

10.08.07


Bergman Associates designs a new brand
for L'Oréal Professionnel...

Bergman Associates has created a new sub-line of products for the L'Oreal Professionnel brand - the Texture Expert range launches globally during the next year and will become the worldwide cosmestyling range for L'Oreal Professionnel. The products will be merchandised beside L'Oreal Professionnel's existing Série Expert line of shampoos, conditioners and treatments.

The new line consists of 15 new products and will compliment the existing Bergman Associates-designed textureline products in the U.S. and tecni.art products outside the U.S.

09.19.07

Robert Bergman speaks at the 2007 HBA
Global Exposition and Educational Conference
Robert Bergman was invited to join the panel discussion titled, "MEET THE DESIGNERS: What You Need To Know About The Creative Process." Moderated by Marianne Klimchuck, Associate Chairperson/Packaging Design Dept., F.I.T.

09.18.07

Bergman Associates awarded the IPDA
International Package Design Award at the 8th Annual International Package Design Awards (IPDA), sponsored by
Beauty Packaging Magazine.

09.09.07


Bergman Associates: Projects for Shu Uemura...

Two new Bergman Associates-designed product lines for Tokyo-based Shu Uemura have launched - comprising the brand's first haircare products - until now, known only for cosmetics and skincare products.

The project consisted of designing 20 luxury haircare and styling products, the creation and direction of the launch advertising campaign, photoshoots, and the design of all collateral and promotional material. The new lines are available at Shu Uemura boutiques, salons and spas worldwide.

The creative vision and design, created by Bergman Associates was based on a fusion of beauty, fine art and traditional Japanese design principals. "We created the Shu Uemura lines to be as close to fine art as a consumer product can be - from the seamless way the typography wraps around the bottles - to the morphing, reflecting and refracting of the typography as you turn the translucent bottles - to the art of the "geisha-modern" hairstyles we created for the advertising," says Robert Bergman. "It was also important to stay connected to Shu Uemura's history of minimalist design - we worked to find a fresh and modern approach to that minimalism - to make it "now."

The project's design was created under the personal approval of Mr. Uemura in Tokyo, and the outer boxes all are printed with the following quote from Mr. Uemura: "Creating something that is universally beautiful, that is art," - as well as Mr. Uemura's personal signature - a first for the Shu Uemura brand. The team worked with French industrial designer Christophe Pillet (the former apprentice of Philippe Starck) on the unique silhouettes used on the shampoo and masque products.

For the advertising photoshoots, Robert Bergman assembled an all-Japanese crew, and worked with them to achieve a unique vision of beauty for the advertising. The models were selected for their ethnic diversity and modernity to exemplify the international aspects of the brand. The hairstyles featured the rich artistry of Geisha-hairdressing tradition - but in a new and modern way. "Assembling the team was a challenging process - especially finding the classically trained Japanese hairstylist who was both westernized enough to bring the styles up-to-date and who had top photoshoot experience. We had to test and pass on many hairdressers from Japan, Europe and the U.S.," says Bergman. "In the end, the challenge paid off...the photos echo the unique spirit of the brand: extreme luxury, and true modern beauty...which fits perfectly with the words of the Shu Uemura positioning statement: Eastern purity and western glamour combine to create a new range of professional haircare and styling products: fusing precious ingredients and cutting-edge science: to deliver the utmost purity with the highest level of performance: creating the ultimate artistic expression of beauty."

Robert Bergman has a strong link with Japan and Japanese culture. Having lived in Japan, he is well known there for his work as creative director for Japan's Academy Award-winning composer, Ryuichi Sakamoto and for his art direction and design for Japanese fashion, beauty and editorial clients. Bergman Associates is currently at work on the design of a new Japanese fashion magazine and on a new design project for Ryuichi Sakamoto - with whom Bergman has been working for over ten years.

Bergman Associates for the new Shu Uemura: Art of Hair lines: packaging design + logo design and identity + all collateral design: lookbooks, brochures, shopping bags, etc. + advertising (all photoshoot direction, conceptualization and production) + overall branding, creative direction and production of brand standards manuals.

08.17.07

Bergman Associates-designed product line for L'OREAL Professionnel previews on the cover of WWD ...see articles/PRESS for more...

08.15.07

Bergman Associates featured in Creative Review Magazine
see articles/PRESS for more...

08.06.07


Robert Bergman modernizes
the world's No. 1 cosmetics brand...

Robert Bergman was asked personally by CEO Jean-Paul Agon to modernize the L'OREAL brand Maybelline - its branding, packaging and advertising. "It was an exciting challenge.... to reposition the world's number-one cosmetics company. Its products touch so many people - bringing design directly to so many people's lives... the brand was clearly in need of evolution - it was a creative director's dream project," says Bergman.

For the redesign, Bergman first reworked the typography on all Maybelline packages with a modern continuity - the former branding was a system of hundreds of sub-brand logos in different styles, fonts and personalities - on its packages, ads, and displays. Bergman simplified the multiple logos to one cohesive typographic style, bringing both continuity and consistency. Next, Bergman worked with Maybelline's advertising agency to modernize the photography, typography and ad layouts.

The goals for the redesign were: superior quality, superior simplicity, modernity, respect for the brand's heritage, superior clarity, and greater brand strength and standardization. At the base of Bergman's creative vision for the brand was the unification of its typography using exclusively upper-case letters for headlines and product names. The choice of uppercase logos was inspired by Maybelline's initiatives highlighting the potential that woman can have in our society. Maybelline is developing several international programs aimed at the empowerment of women.

Certain challenges for the project were enormous as the brand exists in almost every country in the world - with multiple regionally diverse configurations: different packaging, different imagery, different models all for different cultures. Bergman Associates was responsible for every aspect of the project including global/regional customization of the brand.

+ The redesign of the brand is being phased-in worldwide over the next year.

+ Maybelline is the world's largest cosmetics company and is owned by the L'Oreal Worldwide Group.

03.23.07

Bergman Associates-designed product line for Shu Uemura previews on the cover of WWD ...see articles/PRESS for more...

11.28.06


Bergman Associates creates L'Oréal's
VIVE PRO branding and packaging...

Robert Bergman was personally commissioned by L'Oreal's CEO Jean-Paul Agon to design L'Oreal Paris' Vive Pro brand. The project included the design of all packaging, branding and graphic standards. The line contains 35 products including shampoos, conditioners, and leave-in treatments and is sold in retail outlets where L'Oreal Paris products are sold. The full line can be seen at www.vivepro.com

11.22.06

Robert Bergman speaks at the
Emballage World Exhibition in Paris

Robert Bergman was invited to speak on brand innovation and modernization « Les produits de beauté: de l'innovation à la modernisation » at the Congrès Pack.Vision as part of the Emballage World Exhibition in Paris.