Bellerose is a Belgian fashion label founded in 1989, known for clothing and lifestyle goods for men, women and children. The brand’s name is derived from a small town in New York, a nod to the vintage Americana and workwear aesthetic that influenced its early years. In 2025, the company introduced a new logo and updated visual identity developed with Base Design Brussels.
Design and History
Bellerose was founded in 1989 by Jean-Pierre Delhaye, Charly Bouvy and Patrick van Heurck. The brand drew inspiration from the iconic American general store, mixing eclectic items with everyday fashion staples. As Derek Van Heurck stepped in as Creative Director with a more contemporary vision, the company faced the challenge of evolving into a new chapter while staying true to its heritage. Base Design Brussels was brought in to support the new Creative Director in shaping that vision, redefining the brand’s foundations from vision and storytelling to visual identity. The transformation marked a shift from 70s Americana-inspired aesthetics to a more editorial, architectural design. [1]
Base Design reimagined the identity of Bellerose, modernizing the brand while preserving its heritage and drawing inspiration from the spirit of the American general store and Bellerose’s distinctive European sensibility. [2] The new identity blends the brand’s classic roots with a bolder, fashion-forward European attitude, bringing renewed energy and a cohesive brand dynamic. [1]
The previous logo featured a hand-lettered, inky style that drew inspiration from vintage American signage, with intricate details and Art Nouveau touches that gave it a nostalgic and crafted feel. [3] The new logo, introduced in 2025, uses a clean Neo-grotesque typeface with bold, straightforward typography. The tightly spaced characters create a sense of compact strength, while a unique right-angle modification to the “r” adds a touch of individuality to the otherwise neutral design. [3]
Meaning and Symbolism
The Bellerose name references a small town in New York, reflecting the vintage Americana and workwear aesthetic that influenced the brand in its early years. [4] The brand has remained true to its Belgian roots, emphasizing subtle luxury, quality fabrics and an effortless mix of casual and chic. [4]
In addition to the wordmark, Bellerose uses a small “bb” monogram embroidered on garments, appearing on items such as polos, sweatshirts and denim shirts. [5] [6]
Typography and Design
The 2025 logo uses a Neo-grotesque typeface with bold, straightforward letterforms. The tightly spaced characters create a sense of compact strength, and the right-angle modification to the “r” provides a distinctive detail within the otherwise neutral design. [3] The black color palette remains unchanged, preserving the brand’s timeless elegance while the updated typeface gives the logo a fresh and dynamic edge. [3]
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