Unsupported browser

You are using an outdated browser. Please upgrade your browser to improve your experience.

Sign up for an Award

Participate with your entry in one of our professional or student awards.

Sign up for an award

Sign up for a Profile

Create your own profile and publish it in the iF WORLD DESIGN GUIDE.

Sign up for a profile

Learn more:


Present your project for free and win your share of EUR 50,000 in prize money.

Publish your project

Bread, milk and honey for your business. / Trade fair stand

Bread, milk and honey for your business.
Bread, milk and honey for your business.

Discipline: Interior Architecture

Discipline: Interior Architecture

Why not call a spade a spade: “Bread, Milk, and Honey” became the motto of Benvenuto’s promotion at the CPD.
The return of the fashion brand Benvenuto to the CPD fair was primarily intended to restore the communication between the manufacturer and business people. In times of an economic slump, such a relation is not without tension. Therefore we decided to go back to the roots and reconsider the principal values of the brand – high quality in fabrics and design and, above all, the combinatory suit system, which offers the dealer an above-average profit from retail sales. We found these values best represented in a core symbol that we designed for the fair presentation: the “cash cow.” The message came across, as visitors to the fair testified: The system suits appeared to be the dealer’s daily bread, the shirts and collections were the nourishing milk, and the accessories, ties, and other fashion details were sweet like honey.

Client / Manufacturer


Leithäuser GmbH & Co. KG
Hamm, Germany


Buttgereit und Heidenreich GmbH

Buttgereit und Heidenreich GmbH
Strategie. Kommunikation. Design.
Haltern am See, Germany

Michael Buttgereit, Wolfram Heidenreich


dreiform GmbH

Architektur Design Kommunikation
Köln, Germany

Ralf Nähring, Clemens von Gizycki

Go to profile