The Bon-Ton Department Stores, Inc., which operates under the Bon-Ton, Boston Store, Younkers, Bergner’s, Carson Pirie Scott, Elder-Beerman and Herberger’s nameplates, asked MSI to develop the branding for a new proprietary line of select luxury home products under a Karen Neuburger license. After discovery, we developed concepts for the brand voice, positioning, packaging and merchandising. Bon-Ton wanted Karen Neuburger to be more of a brand than a spokesperson. We began with soft home products, creating a luxurious and livable sense of comfort. After concepts were finalized, we created a brand book reflecting the brand’s personality and product offerings to be used as an internal tool for Bon-Ton and the media. The line has been a huge success, and is now being expanded into hard home products.
