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Standa Grandi Magazini The largest Italian department store chain Standa, decided to clearly differentiate its offers. The brand Standa serves the established market, while GM Standa consciously addresses a top segment and BM Buon Mercato acts as a discount chain. The strategy of segmentation was also accompanied and the new brand GM Grande Moda was developed and built up in the premium segment. For this brand, a program has been developed that focuses on interior design, design, packaging and labeling and external communication. For the discount segment, a completely new, independent of the companies appearance was developed and implemented. Various projects have been realized in the areas of packaging, point of sale or external communication. Client: Standa S.p.A., Mailand Project: Consulting, Art Direction and Design for Standa, Development of a Brand- and Design Program for GM Grande Moda, 1976-1984