FEATURE

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What is the essence of IFF? IFF captures emotions through sensory experience. IFF applies molecular technology. IFF mixes creativity with technology. IFF is the moment where science meets art. The design of this annual report describes the IFF story using a personal narrative tone of voice executed in a unique typographic style. The conversation runs down the edge of the page using line spaces to give punctuation to the story. In essence, IFF recreates personal experiences time and time again — your first ice cream, mowing the lawn, your first dance or home cooking. The book opens with bold, vivid imagery describing moments in life and is followed by a description of the science that recreates them. IFF blends nature with business. The design balances exquisite images of flowers and fruit, representing fragrances and flavors, with business and employee imagery.

The ongoing branding and packaging initiative that ink&co has developed for Tocca, a clothing, accessories and beauty products brand, is based on the idea of old-world charm modernized for a new audience. Each aspect of the brand, positioning, color scheme, iconography and packaging draws from an Italian heritage and updates it to look and feel of the moment. The tagline that was developed for the brand, “Love Yourself,” serves as the foundation for all design and communication tactics. The packaging mandate is to communicate that sense of attainable luxury, so each package opens to reveal the tagline. The first category developed for Tocca was the candle line. With the success of the candles at retail, the candle collection was expanded to include a travel candle set and the mini candelina. The next category was the bath and body line, which received its own color scheme and individualized packaging design but yet still maintained the Tocca family brand equities. The newly launched cucina category (not pictured) is based on the idea of the kitchen being the center of the household, and thus was designed to feel like a member of the Tocca family yet have a unique look.

TODA recently redesigned American Crew’s lifestyle magazine, Menswork. The redesign is based on the use of dynamic visuals and accessible information. Features announcing Crew’s innovative hair trends and newest product offerings are accompanied by stories about people, places and things that share American Crew's core values. The content is enhanced by strong typography and photography. These elements project the modern lifestyle and attitude that is uniquely American Crew. "Menswork provides a voice for American Crew,” says TODA co-principal Marcos Chavez. “The salon business is an emotional industry. Visual stimuli and timely content connect directly with the creative sensibilities of the professional hair dresser." Chavez has been integrally involved in American Crew marketing efforts since the salon’s inception in 1994, and creates a range of marketing tools and communication pieces that promote the success of the American Crew brand.

Bergman Associates
The Renovation of Redken’s Advertising	Redken for Men for L’Oreal
Robert Bergman directed the renovation of L’Oreal’s advertising for the Redken brand and redesigned the company’s new logo, advertising and collateral formats.	Robert Bergman designed the packaging, collateral and advertising for the successful launch of L’Oreal’s Redken for Men in April 2004. In its first eight months, Redken for Men has reached $12 million in sales.
Textureline/Techni.art for L’Oreal Professional
	Bergman Associates named the brand, designed the packaging, created the advertising and collateral for the Textureline brand. The unique design wraps the logo around minimal white bottles, creating an abstract and powerful design. The line of products is being launched as “techni.art” internationally.

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