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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.

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.

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.

Jasmine De Bruycker, Strategist & Copywriter

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.

Aurore Lechien, Designer

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.

Thierry Brunfaut, Creative Director & Partner

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.

Aurore Lechien, Designer

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.