Bensons guidelines

Styling

Styling Introduction

Bensons Briefing Process

Bensons Sub-brands

Styleboard Example

Do's & Don't + Style Preferences

Bensons vs Dreams Styling

Styling Introduction

Bensons' imagery is relatively formulaic in terms of how the sets are designed and propped. There is a certain 'style' to meet in terms of architecture types, prop/decor selection price-points and prop density.

The product(s) should always be the main focus in the image, with no visual obstructions - only choices that compliment and elevate the product without visual noise/confusion.

Bensons welcome trend-inspired, style-led direction, yet must still be suitable for the low to mid-range, UK high-street market. We will produce and present a version of our annual trends to Bensons, which then is circulated around their marketing and buying departments to inspire and guide their marketing imagery for the year.

Bensons Briefing Process

The Head of Styling will usually be briefed directly by the client, or by client services who will then brief the project to the rest of the relevant styling team.

Due to our strong client relationship, the styling brief tends to be pretty basic and straightforward with the following information provided:

Architecture/base set selection (which set they would like to rehash)
Product selection and colours/finishes
Basic customer demographic or price point
A few L&F inspiration images leading the overall colours/style

bensons Sub-brands

Bensons' sub-brands have stylistic clues and seperations between them, that Styling should have awareness of when starting a project.

Eve Sleep

Simple colour palette
Clean, considered space
Natural materials & colours
Laid-back styling, not too lifeless
Minimal propping - simple artwork, and fresh plants always!

slumberland

Complimentary colour palette to the Slumberland branding (orange/blue) - can be very subtle, and avoid repetition of palettes/schemes

Styleboard Example

For rehashes, CCW produce one-page styleboards for Bensons showing a simplified board along with a sketch up preview.

A new space will follow the standard CCW 4-page styleboard template.

Styleboard presentations aren't necessary for Bensons, and will be shared and via proof. Any feedback points/comments will be marked up on proof for styling to address before proceeding.

Do's & Don'ts + style preferences

do

choose additional Bensons products where suitable (side tables, desks, drawers)

do

use props that are in keeping with the demographic of Bensons customers

Do

position the throw under the cushions for mattress shots

Don't

add too much 'messy styling'

Don't

obstruct the bed

Don't

opt for busy wallpapers/large patterns that distract from the product

Grouping Props

Propping should be grouped and layered, but not busy. Consider grouping elements in 3s or 4s with a mix of heights for interest and balance, without over-propping.

Decorative vs. Functional Props

Propping should mostly be decorative and aesthetic, rather than showing too much of the realistic, day-to-day, lived-in propping that can come across as messy and clutter-filled.

Bedding Styling

Fully Dressed Bedding

Neat bedding with a looser, more natural throw and cushion placement, ensuring the bedding isn't distracting/covering the main features of the bedframe or headboard.

Mattress Bedding

x2 back pillows with cushions and an optional throw to dress the mattress for interest, without distracting/covering the main features of the mattress.

Bensons vs Dreams Styling

As Bensons and Dreams are direct competitors, CCW must keep their imagery direction and development as separate as possible: even down to the propping elements being used.

There is a client tagging system on Connector to seperate and allocate props to each of the clients. Anything tagged as 'Bensons' must not be used within Dreams imagery, and vice versa.

Prop tags can be identified at the bottom of the screen, and the tag categories found along the left hand side

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