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The Birth of Bunulu: Successfully Launching a New Brand in a New Market

Daniel Montaño and James Farnell (both of Little) tell the concept-to-execution story of a department store’s new brand




When Beall’s department store wanted to launch a new brand to coincide with its 100-year anniversary, Bunulu was born. Striving to embody its connection with water, Bunulu (the Australian aboriginal word for “place of water”) represents an outdoor coastal lifestyle. In their session at VMSD’s 2016 International Retail Design Conference, Daniel Montaño, Creative Director, Little, and James Farnell, Creative Director, Brand Experience Studio, Little, explored the unique backstory behind the launch of this new brand – from conception and research to focus groups, design and visual merchandising strategy. Attendees learned to navigate their research and what to filter out, how to patent a brand name and how to drive storytelling through an immersive experience.

For information about the International Retail Design Conference (IRDC), Sept. 5-8, The Ritz-Carlton, New Orleans, please visit



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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