Co-Founder
The iconic building heralds a new era of technology, transitioning a former circus and automotive garage into a beacon of the future.
We wanted the identity to feel like it could’ve been there for many years but at the same time still be there within 50 years.
Fearlessness permeates everything we do.
We don’t believe in portfolios. We never did.
Caution deserves to be thrown into the wind.
Don’t be everybody.
We were looking for a strong mix, eclectic, sexy, bold but elegant.
We wanted the spatial concept and the branding concept to blend, not to conflict.
It enforces the Italian vibe, adds some sex appeal to the brand.
The beer market is full of brands that are either very ‘sérieux’ or on the other hand, are trying to be funny.
Zware Jongens developed a new brand identity for Ghent’s historic Wintercircus, transforming the venue’s legacy into a forward-looking symbol of technology and innovation. Drawing inspiration from the building’s architecture, the identity features soft-cornered squares, a dynamic motion and sonic system, and a colour palette balancing heritage and modernity. The project reflects Wintercircus’ evolution into a hub for entrepreneurs and changemakers.
The Brand Identity interviews Zware Jongens co-founder Filip Janssen about the agency’s unconventional philosophy of working quietly in a loud design world. The Belgium- and Netherlands-based studio avoids public portfolios, focusing instead on trust, experimentation, and fearless creativity. Their recent rebrand, created with designer Pol Pérez, reflects their mysterious and rule-breaking ethos.
Zware Jongens created a bold and eclectic brand identity for GIGI, a new Italian restaurant in Ghent that merges nightlife and dining culture. The design combines Roslindale and Saa Series typefaces, a floral logomark, and a vibrant yet elegant color palette inspired by the restaurant’s interior concept. Founder Filip Janssen describes the identity as 'eclectic, sexy, bold but elegant,' reflecting the restaurant’s lively and unapologetic character.
Amsterdam and Antwerp-based studio Zware Jongens created a refined and typographically-led identity for Belgian brewery GIGANT. The design uses a trio of typefaces and a restrained color palette inspired by the beers themselves, emphasizing simplicity and authenticity. The result positions GIGANT as approachable yet elegant, letting the product take center stage.