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Summer 2007

Knowing When It’s Time For A Packaging Makeover

By Saabira Chaudhuri

The Brand: El Palacio de Hierro

The Aim: El Palacio de Hierro, a chain of luxury department stores in Mexico, asked designers Alexander Isley Inc. revamp its image, providing the stores with consistency and brand recognition, and distinguishing the chain as an icon.

The Strategy: Alexander Isley Inc. recommended a rich golden yellow with a deep brown trim as the chain’s signature color and applied it to all boxes, packaging and communication materials to provide the chain with a signature look, graphic format and color scheme. “Bags can be a huge marketing tool for a department store, yet at El Palacio de Hierro there was no consistency and as a result very little brand recognition,” explained Aline Hilford, Managing Director for the agency.


© 2007 Mansueto Ventures LLC.

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