Material-First Art Deco Identity
Abmo’s Belle and George identity marries bespoke Art Deco letterforms with tactile, hand-applied foil on recycled stocks. Custom letterforms channel Vienna 1900 geometry and Parisian refinement, drawn from scratch, not adapted from existing typefaces. The BG monogram flips into itself, revealing clever rotational symmetry and quiet luxury.
Printed on Heidelberg presses at Atelier Bulk, the work celebrates material honesty and visible ink impression. Hand-applied gold foil reads as craft, not ostentation, and the warm neutral palette lets materials lead. As a curator, I recommend this feature for designers seeking process-driven luxury and restrained elegance. Dive into the full case study to see photography, pressing details, and the custom wordmark anatomy.
Belle and George will open their Maison de Design in Vienna in 2026, promising a refined physical experience. Abmo framed the identity around la beauté du vrai, the beauty of truth, through honest craft and restraint. This project is a lesson in how process, materials, and detail can define perceived value. Designers and brand stewards will find actionable inspiration, especially in typography and print execution. Read the full breakdown for process notes, maker credits, and high resolution imagery. Worth your attention.
Source: abduzeedo.com
