Abmo's brand identity design for Belle & George joins bespoke Art Deco letterforms with hand-applied foil stamping on Heidelberg-pressed recycled stocks.

Belle & George is a Maison de Design opening in Vienna's 9th district in 2026, founded by Isabelle and George Castaing-Soulier. This brand identity design starts with a custom wordmark whose letterforms sit between Vienna 1900 organic geometry and Parisian Art Deco refinement — drawn from scratch, not adapted from an existing typeface. The BG monogram holds the same logic: rotate it 180 degrees and each letter becomes the other. The palette holds to warm off-whites and deep neutrals, with no saturated brand color. Materials carry all the weight.

Brand Identity Design Built on Material Honesty

The print collateral runs on Heidelberg presses at Atelier Bulk in Bordeaux, on recycled paper where ink impression sits visibly in the surface. Hot foil stamping — gold, applied by hand — reads not as luxury signaling but as physical attention. This brand identity design positions the house around la beauté du vrai, the beauty of truth. Paris-based Abmo made that legible not through polish but through process: every piece of this brand identity design shows exactly how it was made.

See the full project by Abmo Branding on Behance.

brand identity design Belle George wordmark Art Deco letterforms
brand identity design BG monogram rotational symmetry
brand identity design Belle George foil stamping recycled paper
brand identity design Heidelberg press collateral Atelier Bulk
brand identity design Belle George off-white neutral palette print
brand identity design Belle George Vienna Maison de Design 2026
brand identity design hot foil stamping hand applied gold
brand identity design Belle George Abmo Paris collateral system