Bonnegueule

For this rebranding, I reimagined Bonnegueule by blending its Parisian roots with Japanese influences that have shaped the brand over the years. I redesigned the logo using the kikkō (tortoise shell) and yagasuri (arrow feather) symbols to reflect values like timelessness, resilience, and direction. The new identity is minimalist yet rich in meaning, supported by a clean color palette of pale cyan and dark green, and a refined use of the Founders typeface. I positioned Bonnegueule as a more editorial brand focusing on storytelling, community, and authenticity through photography, social media, and even a revival of physical magazines. Additional concepts include subtle in-store branding (custom fragrance, branded whiskey), personalized packaging. I also introduced a U.S. expansion strategy through a capsule collaboration with Fear of God, called Fear of Gueule, launched via a pop-up store in Los Angeles. merging both communities and introducing Bonnegueule to a broader global audience. This rebranding connects heritage with innovation, bringing new energy to Bonnegueule without losing its soul.