ABOUT

Entering the retail industry takes a certain blend of fortitude, tenacity, style, and one very charming brand. When Matthijs Berg, the founder of Gentleberg and creator of the first Dutch vegan shoe brand, had everything but the brand, I knew just what his next steps should be.

Matthijs needed a brand that would speak to the true gentleman. Eloquently conscious, his discerning audience leaned more premium, clean, and sharp — never tree-hugging. Taking that in stride, I started by rebranding their logotype, mark, and variants in a sans serif font to create a modern, elegant vibe that worked with their existing serif fonts and reflected their brand values. 

Nuance makes Gentleberg stand out as a brand, and the G in their logo incorporates a minimal shoe detail to match. To make sure they could play around with their printed collateral, I created a set of variations and a custom leather-like pattern that integrates a map of Amsterdam. This new brand suite strengthens their identity..