Belstaff 100 Years

Belstaff sought a dynamic visual system to commemorate their 100-year journey. They aimed for a contemporary solution adaptable across various platforms and campaigns, reflecting their adventurous ethos while honouring their heritage and looking forward to the future.

The primary challenge was crafting a versatile system capable of seamless adaptation across diverse touchpoints throughout their year-long celebration while upholding consistency and cohesion.

The solution stemmed from a robust concept deeply rooted in Belstaff's rich heritage, which still needs to be fixed. Drawing inspiration from the brand's adventurous essence and historical association with exploration, I devised a system centred around coordinates, mapping pivotal moments through longitude and latitude. Leveraging Belstaff's past typography, I embraced a practical approach to garment labelling, infusing the system with a touch of heritage. The result, curated by Lucky Beard, proved highly functional, utilitarian, and distinctly aligned with Belstaff's adventurous legacy, presented in a contemporary manner that signals their trajectory into the future.

Agency - Lucky Beard