Atelier Basile – Luxury Knitwear
BELGIUM
Atelier Basile is a Belgian luxury knitwear brand founded by Karen and Louise, a mother and daughter duo with a passion for unique, high-quality, hand-crafted creations. Made with creativity, top-grade wool, and knitted by a team of talented women, every garment is unique. So when customers buy a cardigan, a top, or a sweater, they also bring home a backstory with them, actively sponsoring the knitters’ beautiful and exclusive design.
The business needed a visual identity capable of doing justice to the hard work and professionalism these women put into the craft daily. Furthermore, Atelier Basile sought to expand their reach to international markets, making it necessary to rethink its brand approach. We analyzed their previous strategy and concluded that it was time for a refresh.
First, we treated the brand to a new wordmark, using a classic serif type to symbolize the traditional art of knitting. Then we reinforced it with the descriptor line Conscious Knitting, a clear statement that tells the story behind every creation. We also created a monogram with a set of intertwined lines resembling a woven thread. This pattern subtly spells out the brand’s initials.
We also advised on communication matters, producing Atelier Basile’s “Love is all we knit” tagline, which represents the origin of every hand-knitted creation. This phrase is dynamic and can be adjusted to communicate different brand qualities by replacing the word Love with other values: Happiness, transparency, uniqueness, and so on. Finally, a neutral palette with a hint of blush was designed to counterbalance the vivid, lively colors of the garments.
