Prominent Belgian family-fashion house Bellerose this year is celebrating its 20th anniversary. To toast this toast-worthy occasion, Bellerose on Thursday, September 10th will present its first-ever fashion show and open a new flagship store in Antwerp. Also unveiled as part of these events will be the new Bellerose identity, which we have created for the label.
While Bellerose has always been a very graphic brand, over the years its identity had become diluted. The company brought us on to simplify its communications and develop a stronger signature identity that would bring cohesion to the brand. Because the label is known for clothes with a distressed look, it was important that the identity look consistent with that, and at the same time, entirely contemporary.
Our identity solution is typography-based, using an old, “worn out” lead type that is wide at the top of characters and minimized at the bottom. We always utilize the type embossed. The new logo was drawn by Joanca, BaseLab‘s typeface designer, who was careful to maintain a connection with Bellerose’s previous neon logo.
The identity system is completely flexible and easy to use. The color code—black, blue, green, and red—is based on the four ink colors of a basic pen. We also utilized rough, “authentic” materials such as basic cardboard to again reference the distressed look of Bellerose’s clothing. We created a graphic chart, guidelines, and brand book so that Bellerose has the freedom to create its own applications.
“I think this is the most interesting part,” says Els Vande Kerckhove, design director of Base Brussels,” the fact that the system is open and adaptable. We set the frame and they can play within it, which is a part of who they are and something they very much enjoy doing.”
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