The role of Private Label: From a Retailer's brand to a Brands Retailer
In times where customers are increasingly thoughtful about purchase decisions and retailers are struggling in a saturated market, a new branding approach is more than ever necessary in order to create connections and build a relationship. This session is about sharing the experience of a new private label vision through the creation of exclusive Brands.
From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana Ryfer has a design career marked by an international path.
Head of the Branding & Visual Identity design department in Carrefour for over 8 years now, Tatiana was able to contribute to building the design culture inside the company. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints.
With a prior 3-year experience in the Decathlon Group - leading European Sports Retailer, known for its innovation approach - as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands and to collaborate with its 160 members design team.
Her former experiences were split between Brazil, where she opened her own design Studio specialized in Branding, Signage and Packaging and became a referenced packaging teacher in one of the most renowned design schools in the country and New York where she spent 3 years doing a Branding & Packaging Masters in Pratt Institute and working for design agencies.
Rich from this experience, Tatiana shares a 360° design approach and a passion for building authentic brands that talk, share and understand its audience.