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The typographic logo designed for Essentiel Antwerp on the door of the store

Down to what’s Essentiel

Essentiel Antwerp is a unique Belgian fashion label that stands for expressive, offbeat, and luxurious fashion. Founded by husband-and-wife team, Inge Onsea and Esfan Eghtessad, the first collection was launched from the young couple's apartment with four styles of t-shirt. Base was tasked with helping them expand from local fashion label to acclaimed international brand. We translated the excitement and individuality of Essential into words, visuals, and a global communication platform.

Photos of the workshop for Essentiel Antwerp with the team of Base Design

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

The former logo and the new logo of Essentiel Antwerp side to side
Animation of the logo designed for Essentiel Antwerp

We proposed to integrate the name Essentiel 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 the meaning of the name – Essentiel.

Jasmine De Bruycker, Strategist & Copywriter
Quote from Head Designer Tom de Poortere on his experience with Base Design
A photo collage of things to not do

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

Aurore Lechien, Designer
A moodboard made for Essentiel Antwerp consisting of a photo collage and different quotes

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

Thierry Brunfaut, Creative Director & Partner
Quote from Art Director Eva Van Eeghem on her experience with Base Design
A photo collage with applications of different quotes on cards and packaging for Essentiel Antwerp branding

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
A man holding a white sheet with the sentence "Kisses from Essentiel" on it

Working with Essentiel’s team was, and still is, an intense and inspiring experience. They truly embody their brand, with Inge and Esfan as pillars of the Essentiel 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.