Base Design

Creative Boom · Apr 22, 2026

Creative Boom’s article details how Base Design refreshed Birkenstock’s brand identity to move beyond its seasonal sandal image. By mining the company’s archives, the studio built a framework centered on Birkenstock’s heritage and innovation, introducing a dual tagline system and cohesive visual language. The refresh emphasizes clarity and consistency rather than reinvention, aligning the brand with its broader footwear ambitions.

Creative Boom · Mar 24, 2026

The article by Tom May explores the ethical implications of designers presenting speculative or concept work as if it were real client projects. Through insights from various industry professionals, it concludes that while concept work is valuable for learning and showcasing creativity, it must be transparently labeled to avoid misleading clients or employers. The piece emphasizes honesty and context as key to maintaining professional integrity.

Creative Boom · Mar 24, 2026

The article by Tom May explores the ethics of presenting concept or speculative design work as if it were real client work. Through perspectives from various designers and creative directors, it concludes that concept work has value for learning and showcasing skills, but must always be clearly labelled to avoid misleading clients or employers.

It's Nice That · Mar 17, 2026

In this POV article, Base Design’s Thierry Brunfaut argues that opera and ballet institutions must radically rethink their branding to stay relevant. He suggests that the issue lies not in the art forms themselves but in how they are perceived and presented. By embracing dynamic branding, storytelling, and human-centered experiences, these institutions can attract new audiences and shed elitist reputations.

Creative Boom · Mar 2, 2026

Creative Boom reports on Base Design’s new brand identity for Kanal – Centre Pompidou, a major cultural centre opening in Brussels in 2026. The studio created a multi-sensory system spanning visual, sonic, and motion layers, designed to evolve with the institution’s growth. The identity reflects the concept of 'Flow and Overflow', symbolizing openness and adaptability.

BP&O · Feb 10, 2026

Base Design’s Brussels studio created a dynamic and flexible brand identity for Kanal, a new museum of modern and contemporary art and architecture opening in Brussels. The identity uses a custom variable typeface, Kanal Edge, and an open duotone colour system to reflect the institution’s evolving, participatory ethos. The project balances experimental, zine-like energy with a robust strategic framework that unifies its many cultural strands.

The Brand Identity · Feb 5, 2026 · Interview

The Brand Identity interviews Base Design Associate Creative Director Ross Gendels about his independent magazine Quest, which uses sci-fi and fantasy as frameworks to explore politics, culture, and society. Gendels discusses the magazine’s reader-funded model, its collaborative digital design, and how speculative fiction informs his approach to branding and world-building. The conversation highlights Quest’s community-driven ethos and its blend of editorial experimentation and visual storytelling.

BP&O · Jan 20, 2026

BP&O features Seachange’s branding for Evil Ray, an Australian sunscreen brand created by Pembleton. The design departs from traditional suncare aesthetics with Tarot-inspired illustrations by Reg Mombassa, bold purple and yellow colorways, and UV-reactive labels. The project showcases Seachange’s innovative approach to structural packaging and brand storytelling.

BP&O · Jan 15, 2026

Base Design created a new brand identity for The Huntington, a century-old cultural institution in Southern California. The rebrand simplifies its name and visual system, introducing a refined 'H' monogram, typographic pairing of Moulin and Messina Sans, and a flexible color palette inspired by pigment and plant life. The project aims to unify the institution’s diverse offerings under a cohesive, contemporary identity while maintaining its heritage character.

BP&O · Jan 14, 2026

Lisa Cain’s BP&O article explores how imperfection and hand-drawn illustration in packaging design can create authenticity and trust. Using Jo Cutri Studio’s work for Faithful To Nature as an example, it argues that looseness balanced with structure makes brands feel more human and persuasive. The piece contrasts this approach with overly polished, corporate packaging styles.

BP&O · Jan 8, 2026

BP&O features Saint-Urbain’s brand identity for Yoshi, the first premium matcha liqueur. The project blends ritual and nightlife influences through hand-drawn typography, a swirl motif inspired by the matcha whisk, and a bold green packaging system. Writer Emily Gosling praises the design as a standout example of contemporary branding that feels both fresh and timeless.

BP&O · Dec 18, 2025

BP&O’s Emily Gosling reviews Base Design Saigon’s rebrand of Pizza 4P’s into 4P’s, a hospitality brand expanding across Asia. The identity introduces a new philosophy-driven positioning, ‘Platforms for Peace,’ along with refined typography, a blue-and-white palette, and a burrata mascot named BUU. While praising the visual design and type choices, Gosling critiques the confusing name and inconsistent apostrophe use.

BP&O · Nov 10, 2025

BP&O announces a job listing for a Midweight Designer position at Base Melbourne, the newest branch of Base Design. The studio is a small, collaborative team working across diverse industries including arts, fashion, architecture, and tech, and is seeking a concept-led designer with skills spanning brand, digital, motion, and campaign work.

The Brand Identity · Sep 10, 2025 · Interview

The Brand Identity interviews Base Design’s Associate Creative Director Ross Gendels and Editorial Director Julie Tentler ahead of their participation in POV Budapest. They discuss Base’s culture-driven approach to branding, the studio’s global network model, and how they’re adapting to industry changes such as AI integration. The conversation highlights Base’s philosophy of treating each brand as a unique culture and maintaining critical thinking as a core human advantage.

BP&O · Jul 17, 2025

BP&O features Base Design’s refined brand identity for 12, a New York matcha café founded by Alan Jiang. The project merges Japanese tradition with modern minimalism through a restrained visual system, thoughtful materials, and subtle motion. The identity spans strategy, packaging, digital, and spatial touchpoints, positioning 12 as a calm, elevated lifestyle brand.

It's Nice That · Jul 8, 2025

Base Design’s Brussels studio created a new identity for Le Refuge, a Belgian LGBTQ+ non-profit supporting young queer people facing homelessness. The project aimed to be queer-forward yet professional, avoiding clichés through abstract visuals, soft gradients, and inclusive typography. The identity uses the Amiamie typeface by Bye Bye Binary to reflect linguistic and gender inclusivity.

The Brand Identity · Apr 28, 2025

Base Design developed a gradient-led brand identity for matcha brand 12, inspired by the transformative journey of matcha powder. The identity uses a stippled gradient motif, minimal color palette, and motion elements to evoke the meditative and energetic qualities of matcha. The project balances tradition and modernity, positioning 12 as a premium, contemporary matcha experience.