Sometimes, on the odd occasion, as creatives all know, you can get pretty lucky with ideas. In a recent project for Belgium\u2019s largest fine food store Rob The Gourmets\u2019 Market, the studio took on the packaging design for its first craft beer collaboration with Brussels Brewery En Stoemelings. \u201cIn the case of Rob beer, the architecture of the brewery\u2019s building was so strong that it seemed unavoidable to me, there was no need for research, the idea seemed to be right there in front of me\u201d, Matthieu says.<\/p>\n
Adjacent to this visual identity work, a large part of the studio\u2019s practice surrounds something seemingly quite niche: naming. \u201cHere too, we work in an almost academic, scientific way,\u201d Matthieu shares. But instead of visual motifs and images we investigate linguistics, etymology, art history, and literature.\u201d Most important of all is finding a name for brands and projects that \u201ctells their story\u201d, says Matthieu.<\/p>\n
While it\u2019s clear the designer was initially drawn to graphic design for print and publishing, the value of storytelling has always stuck with the studio over the years no matter what tools they find themselves working on: \u201cmotion design, social first-identities, branding and now AI has arrived,\u201d Matthieu says. \u201cYou have to be able to master and offer all these areas of expertise to your clients if you want to survive as an independent studio. I find that exciting,\u201d he ends, \u201cbut despite the impression that the number of media and techniques to master has increased considerably, we\u2019ve always recognised that finding a strong idea, a coherent narrative to tell, is still at the heart of what we do, and that\u2019s what matters most.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Sometimes, on the odd occasion, as creatives all know, you can get pretty lucky with ideas. In a…\n","protected":false},"author":2,"featured_media":574961,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[76,354,355,49,48,356,75],"class_list":["post-574960","post","type-post","status-publish","format-standard","has-post-thumbnail","category-arts-and-design","tag-arts","tag-arts-and-design","tag-artsanddesign","tag-ca","tag-canada","tag-design","tag-entertainment"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/574960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=574960"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/574960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/574961"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=574960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=574960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=574960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}