Down to what’s Essentiel

Essentiel was looking to grow. We were brought on to help them go from local fashion label to acclaimed international brand. We translated the gut-level feeling of Essentiel into words, visuals, and a global communication platform.


Essentiel Antwerp,Belgium

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Strategy + Branding

Essentiel Antwerp Base Design workshop with Essentiel Antwerp in Knokke about their rebranding and new logo (2015)

Step one: align both teams (Essentiel and Base) around a shared vision. Even better when it happens in a summer garden. As Essentiel is strongly linked to founders Inge & Esfan, the workshop we did with them at their summer home was a great opportunity to grasp their personalities.

Essentiel Antwerp Essentiel Antwerp logo redesign (evolution) by Base Design (2015)
Essentiel Antwerp Essentiel Antwerp new logo animation (2015) following Base Design's tone of voice advice

As the name Essentiel means something, we proposed to integrate it into a logo-phrase that changes with the situation. A flexible logo means brand freedom, without losing recognition power. Essentiel is now at the heart of their messages. It’s not about the brand as a stamp anymore, but about its meaning.
The logo, messages and tone of voice become one. A very peaceful idea, we thought.

Copywriter, Strategist
Essentiel Antwerp Essentiel Antwerp's head designer Tom De Poortere quote on Base Design's work for the brand
Essentiel Antwerp Essentiel Antwerp's graphic world before Base Design's rebranding process (around 2013-2014)

The former Essentiel brand image and graphics were built using a patchwork of interventions during various years. Our task was to shake it up, and get back to the true essence of Essentiel.

Essentiel Antwerp Collage of Base Design's creative advice for the Essentiel Antwerp rebranding (2015)

A brand that talks, whispers or shouts! The system allows for endless combinations and plays on all kind of supports, online and offline. Today, a strong brand has to tell stories. The spirit of Essentiel is conveyed in real time with every message on every application.

Creative Director, Partner
Essentiel Antwerp Essentiel Antwerp's Eva Van Eeghem's quote on Base Design's rebranding which opened a whole new world to play with, without estranging the brand from what and whom it stands for
Essentiel Antwerp Collage of real applications following Base Design's creative advice for Essentiel Antwerp's rebranding

We prepared a basic ‘toolbox’ with rules for the Essentiel team to follow, allowing them to use the system and build their brand with full autonomy.

Essentiel Antwerp Essentiel Antwerp's sales assistant showing a greeting card reading

Working with Essentiel’s team was, and still is, an intense and inspiring experience. They are literally incarnating their brand, with Inge and Esfan as pillars of Essentiel’s spirit. Their vision, their open-mindedness, and the fact that they constantly challenge us, brings a creative dimension to this project that will last throughout the collaboration.

Business Developer