'Rue Blanche' is a Belgian clothing brand that has been appealing to women since 1987. Clothes - which are fun, luxurious yet minimalist - that fit in easily with their wardrobe, becoming steadfast companions in their everyday life. This intimate familiarity defines the Belgian brand, whose shops and many retailers around the world reflect the sensitive, cosy world of its designer.

 

After more than 25 years of presence, 'Rue Blanche' was looking to review their identity, in order to re-dynamise it's image and communication. With the company's team, we re-defined 'rue blanche's' strategy by clarifying the brand's philosophy, vision, values...

 

The aim of this exercise was re-évaluate the current tools to set up clear a direction for the years to come. Therefore, the current graphic style has been slightly improved and solidified with, a tweaked logotype, à reviewed typography and a flexible colour use.

 

According to 'Rue Blanche's' budget and needs (stores, advertisements and fairs), particular applications have been made. Today, the brand is looking to re-inforce it's presence on the internet by working on it's online shop, which is due in 2014.

 

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Video AW2014 by Loïc Van Der Heyden (www.loicvanderheyden.com)