About
Sanne de Wild is a founder of Phoney Club.
SourceFounded
- Phoney Club · 2013 · Source
In their own words
That’s the soul of the mark, the clearest expression of where CÎME comes from, both literally and philosophically.
No flight to the Himalayas required.
A rebrand is a collaboration, not a manifesto.
From the very beginning, we worked closely with Ajen’s founders to shape a brand that rethinks personal care at its core.
The name carried a deeply rooted Dutch heritage. It wasn’t about exotic, paradisiacal far-away destinations, but instead, it invited us to look closer at our own local nature.
To me, true luxury is about thoughtful choices – responsibly crafted products, wrapped in recycled boxes.
Articles & interviews2
- How The Phoney Club gave CÎME a visual language rooted in softness
The Phoney Club rebranded Belgian skincare brand CÎME with a visual identity inspired by the ‘soft gaze’ philosophy, reflecting Himalayan beauty and softness. The project refined the logo, introduced a blur-based packaging system, and used AI-generated imagery to express the brand’s origins and values. The rebrand balanced continuity with evolution, preserving CÎME’s signature illustrations while modernizing its visual and material language.
- Phoney Club's Ajen Branding Highlights Sustainable Beauty
The Phoney Club crafted a serene and sustainable brand identity for Ajen, a Dutch personal care brand emphasizing reuse and local nature. The design combines minimalism, heritage-inspired typography, and moody photography to evoke a quiet, grounded beauty. The project includes packaging, motion, and web development collaborations that reinforce Ajen’s sustainable ethos.