Haute Joaillerie with a downtown attitude.

1848. Prosper De Greef opens his humble storefront on Brussel’s Rue au Beurre. Horse-drawn buggies clack down the cobblestone outside. He soon becomes the official clockmaker for the Belgian National Railway Company, then the supplier of pocket watches for the Belgian Navy.

Quite a lot has changed in the 170 years since. The clichés of high-end jewelry branding haven’t. Which is why Maison DeGreef’s seventh generation tasked us to rethink them. With its bold—and boldly simple—new identity, art direction, and website, Maison De Greef 1848 is ready for 2048.

Client

Maison De Greef 1848,Belgium

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Services

Strategy + Branding + Digital

In a world where 1s & 0s have replaced the tangible, we paid careful attention to the brand’s physical expression. Every box, every case is an experience of its own.

Production Director
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848

We transform the logo in many ways: zooming in and out, wrapping it around boxes and bags, playing with size, proportion, and balance.

Design Director
Maison De Greef 1848
Maison De Greef 1848
Maison De Greef 1848

The new website tells the Maison’s story, showcasing all available models, inviting visitors behind the scenes, and helping customers discover the magic of the workshop (photography c/o Lydie Nesvadba).

Digital Director
Maison De Greef 1848
© Lydie Nesvadba
Maison De Greef 1848
Maison De Greef 1848
@ Regis Golay

Hands meet humor. The playfulness of the art direction juxtaposes the simplicity of the visual identity (photography c/o Régis Golay).

Designer
Maison De Greef 1848
@ Regis Golay
Maison De Greef 1848
@ Regis Golay
Maison De Greef 1848
Maison De Greef 1848
@ Regis Golay