Co-Founder · Strategy Director · Brand Strategist
We were closely aligned: the same wish to surround ourselves, at home and in daily life, only with objects that move us each time our eyes land on them.
Colour usually tells you what a brand sells. Here, it is meant to tell you who is choosing.
In refining Hercule’s brand strategy, we embraced the concept of ‘exercise beautifully’ as our guiding principle.
Abmo created a fully handcrafted brand identity for Belle & George, a Franco-Austrian design house founded by Isabelle and George Castaing-Soulier. The identity, led by Creative Director Dez Gusta and Strategy Director Sonia Cordier, embodies the brand’s philosophy of ‘la beauté du vrai’ through hand-drawn lettering, artisanal printing, and a vibrant color palette. Collaborations with Atelier Bulk, Papiers Procop, and others reinforced the project’s emphasis on craft and authenticity.
Abmo developed a refined and dynamic brand identity for French luxury sporting goods retailer Hercule Studio. Drawing inspiration from the twelve labours of Hercules, the identity features a system of monograms, elegant typography, and a color palette rooted in the South of France. The project merges fitness, fashion, and design aesthetics to position Hercule Studio as a premium lifestyle brand.