BURBERRY: Extending the reach of an iconic brand in ads, in print, and in store
print – packaging – environments
Established in 1856, British luxury goods brand Burberry is known globally for its iconic check print and signature trench coats. Christopher Bailey, who joined as creative director in 2001, transformed the brand’s fortunes, reasserting its luxury credentials in the UK and abroad.
Between 2002 and 2007, Grain co-owner Madelyn Postman worked with Burberry on everything from invites to international advertising campaigns. Ensuring a consistently high quality at all times, projects included: press kits for Burberry Eyewear and Burberry Timepieces; Christmas brochures; point-of-sale displays for Burberry Sunglasses; PR invitations for product launches, fashion shows and trunk shows; a new packaging concept for the Burberry Red label; and a launch video for the Brit fragrance.
One of the most significant projects was the art direction of a Christmas advertising campaign. Our role encompassed sourcing and negotiating fees with fashion and still life photographers, organising and art directing the shoot, overseeing retouching, and preparing artwork for the ad campaign, which included full-page ads and prominent billboards in the US and Japan.