At Bergner, the Design and Creativity team defines and executes the visual identity of our brands — from product and packaging to trade fairs and showrooms, as well as digital design, catalogs, leaflets, and point-of-sale materials (POS). Additionally, the team designs prints and develops home collections based on trends, ensuring a consistent brand experience across all channels.

This week, we spoke with some of the people who are part of this creative engine: Mapi Orós (Design Manager) and Beatriz Villegas (Designer, Concepts and Illustration Specialist), both under the direction of Natalie Davitashvili from the Bergner Europe Marketing team, and Michelle Yau, head of the Design team in China.

Mapi Orós (Design Manager – Bergner Europe)

Who are the members of the Design team, and what does each one do?

We are a very complete and well-synced team, where each person has their space and talent.

Jara takes packaging to another level, combining creativity, strategy, and precision so that each design is functional and visually flawless from the initial idea to print.

Rosana leads loyalty campaigns with a sharp focus: catalogs, POS materials, client pieces… she adapts everything with coherence and care to make it effective at the point of sale.

Carla, our 3D artist, brings to life products that don’t yet exist physically. She also supports graphic materials with a refined visual sensitivity.

Alex is the image guardian: he manages photography and video, coordinates suppliers, and ensures all visual content meets the standard. He has an excellent eye for retouching, mockups, and organization.

Ana is the digital mind of the team. She handles the entire online ecosystem of Be Bergner: from CRM, newsletters, landings, and social media, to creating pieces for promotional campaigns and media like Elle Gourmet.

Marta ensures the visual coherence of MasterPRO. She works on its brand identity with strategic vision and aesthetic sensitivity.

I (Mapi) support strategy, take care of visual details, and assist the team and sales departments so that every material has the impact it deserves… basically, I make sure everything flows by connecting people, departments, and projects.

How many products, collections, or packagings have you designed during 2024 and so far in 2025?

Throughout a year we develop an average of 400 projects covering product design, collections, and packaging. Highlights from 2024 include:

• Implementation of new brand guidelines for MasterPRO, San Ignacio, and Bergner, which have marked a turning point in their visual identities.

• Collaboration on MasterPRO STORIES projects.

• Development of collections such as Vibrance, Click & Cook, Mocha, Naturally, and Granite, aligned with the latest design and consumer trends.

• Collaboration with licenses such as 3 Claveles and Lékué, as well as specific developments for clients’ own brands.

• Support and conceptual work that enabled the collaboration with Zara Home.

How do you participate in new product development?

The Design team is involved in all phases of new product development, from the initial concept to the final presentation.

We work closely with the Collections, Sales, and Marketing teams to translate ideas into sales-oriented proposals. This includes collection design, packaging development, commercial support materials, and defining the product’s graphic identity.

All under a creative and aesthetic vision that reinforces and adds value to the differentiation and positioning of our brands in the market.

What did winning five European Product Design Awards with MasterPRO mean to you?

An incredible boost! Seeing how projects are born and, after years of work and involvement, reach the market and receive recognition at this level.

It’s very positive for us and makes us feel proud of the work we do as a team.

We are especially glad that these awards acknowledge the effort and care we dedicate to a brand like MasterPRO, to which we devote a great deal of attention and commitment from the Design area.

What projects are you currently working on or have planned for the coming months?

We’re currently immersed in several very challenging projects.

On one hand, we’re in full creative swing for the upcoming loyalty campaigns for 2026 and late 2025, for various clients under the MasterPRO and San Ignacio brands. These projects are receiving a lot of attention and effort from everyone to ensure their success.

We’re also working on the rebranding of Be Bergner, with updates coming soon.

New corporate collections with a trendy and strong aesthetic are being developed for 2026. We believe these proposals will not only strengthen our brands’ identity but also help our commercial teams stand out and sell more effectively.

How do you coordinate with the China team and other departments?

We coordinate primarily with the China team on packaging development. Together with the Collections team, we prepare detailed style guides that allow our colleagues in China to work precisely on each SKU.

When development requires a more tactical or personalized approach, Félix provides additional support by preparing job sheets, dielines, delivery calendars, and instruction manual development — ensuring the workflow is well-aligned across teams and departments.

We also work closely with the China and Collections teams on the preparation of product sheets and catalogs, ensuring the entire company has access to up-to-date, high-quality visual tools in PUBLITAS to present new items to clients. We place special emphasis on the quality of emotional photography, which is key to conveying product value and strengthening brand identity.

Beatriz Villegas (Designer | Concept and Illustration Specialist – Bergner Europe)

What part of the creative process do you enjoy the most or feel represents you best when working with licenses (whether through graphic design, color selection, visual trends, etc.)?

For me, the real driving force behind my work as a designer is the ability to connect with and reinterpret each brand’s identity through a home-living lens. Every new collaboration is an opportunity to research, experiment, and bring to life proposals that combine the brand’s essence with current trends. I especially enjoy the meticulous work of selecting colors, materials, and details that give soul to each collection. Whether it’s Casa Benetton, La Maison, Scalpers Home, or El Ganso Apartamento, my goal has always been to transform their values and style into products that not only decorate but also inspire and move people in everyday life.

Is there a project you remember fondly or one that was particularly challenging?

One of the collections I remember with special fondness is the Benetton Summer capsule. We developed an extensive proposal that included textile, tableware, outdoor, and pet products, starting from a carefully crafted color concept. The vibrant colors, inspired by current trends and the visual essence of Benetton, were the foundation of the creative process. Based on this palette, we designed exclusive patterns that gave each piece character and coherence. The entire development, from the initial idea to its realization, was guided by a functional and aesthetic approach, with the aim of bringing value and joy to everyday life.

Michelle Yau (Design Team – Bergner China)

How does the China team collaborate with other Bergner offices in projects related to design and product development?

The design team in China mainly handles shipment order artwork, and the follow-up team sends us job sheets for development. For product development, the catman team collaborates with the collections and marketing teams to align strategies and work alongside the product designer. Additionally, the Hong Kong team works with the marketing team / Natalie / sales to produce marketing materials.

How many people are part of the Design team in China and what is each person’s role?

Our design team has 19 members, including me. We have: 9 designers focused on packaging for orders, 1 junior designer handling weekly reports, 1 design coordinator managing admin tasks, 3 photographers, 1 designer dedicated to Amazon projects, 1 product designer, and 2 designers based in Hong Kong who create marketing materials.

What role does the Guangzhou showroom currently play in presenting new collections and enhancing the customer experience?

This year we changed our showroom strategy. Management wants to showcase not only new collections but also Bergner’s brand approach. As a result, we’ve received very positive feedback from clients.