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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 De Greef’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.

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.

Fumi Congan, Production Director

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

Sander Vermeulen, Design Director

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).

Thomas Byttebier, Digital Director
© Lydie Nesvadba
© Regis Golay

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

Léa Wolf, Designer
© Regis Golay
© Regis Golay