Sanne de Wild
Creative Director
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 & interviews
- 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.