Competition Winner
Allice
The challenge
This project was one of my first real-life branding assignments and was a competition in which the 'Belgian Icecream Group' (also known as BIG) wanted a rebranding of their 'Best Price'-line. An important part of the project consisted of creating a new name. The name needed to meet several criteria:
It must be short
The Belgian origin must be clear
It must be internationally recognisable
New name and slogan
Ultimately, the name ‘Allice’ was chosen because it carries a double meaning, both of which are fitting for the brand.
First of all, Allice is derived from the name ‘Alice’, a name that is common in Belgium and even ranked in the top 10 Belgian girls' names in 2022. It is also a name that is internationally recognisable and familiar, as it appears frequently in neighbouring countries.
Additionally, Allice combines the English words ‘All-Ice’, which reflects the brand’s strong positioning in the international ice cream market.
"Allice combines the English words ‘All-Ice’, which reflects the brand’s strong positioning in the international ice cream market."
The chosen slogan is ‘Access Happiness', which also has two components.
Firstly, the word ‘Access’ signifies that this ice cream will be introduced to a new audience that the Belgian Icecream Group has not previously reached.
Secondly, the word ‘Happiness’ is associated with eating ice cream and the joy that it brings. As was said during the initial introduction: “There’s never been anyone who didn’t feel happy after eating an ice cream.”
Brand symbol
The logo features a brand-new typeface uniquely designed for this project. The name is represented in a playful style, chosen deliberately to create contrast with other brands under the Belgian Icecream Group, such as IJsboerke and Glacio, which use a more streamlined logo.
A wordmark was chosen to avoid any confusion about the spelling of the name. The slogan, positioned below the logo in a clean, precise font, contrasts with the rest of the design, ensuring the brand doesn’t come across as a children’s ice cream.
The letter ‘i’ in the name forms an ice cream cone with a scoop on top, enhanced by a small drip running down the cone. This element ensures, even without reading the name, it’s clear the company's main objective is to sell ice cream.
The Art of Stolen Art
The objective
This project was the final project of my study 'graphic design' at SyntraPXL. The main goal was to create a completely new branding for a fictional event where digital and analogue elements come together.
Explaining the wordmark
The name of the exhibition, ‘The Art of Stolen Art,’ can be interpreted in two distinct ways. First, it quite literally refers to the theft of art, where the primary link to Picasso is the fact that he is the artist whose paintings have been most frequently stolen or gone missing over the centuries. Additionally, the name alludes to the concept of “stealing” art, a notion Picasso himself had a unique perspective on. After all, he is the man who famously said: “Good artists borrow, great artists steal.”
As mentioned earlier, a modular logo was one of the key goals and among the few initial requirements for the visual identity. The logo, inspired by a missing piece stolen from an artwork, quite literally symbolises the “strength” an art piece loses when a fragment is taken from it.
"The logo, inspired by a missing piece stolen from an artwork, quite literally symbolises the “strength” an art piece loses when a fragment is taken from it."
Key visuals
The colour palette draws clear references to various phases of Picasso’s life. The cool, blue tones represent his early years, marked by traumatic events and bouts of depression. He then rises and gains global recognition for his unique modern style, a period of challenges and self-confidence filled with boundless energy. Finally, the grey tones in the palette reflect his later years, when his life gradually slowed down.
The key visuals represent the first complete expression of the brand identity, bringing together all elements. These visuals prominently feature the logo and a highlighted painting, alongside several key design components
The Light spilling out from behind the paintings enhances the emotional impact of the colours, creating a unified image that can adapt to its setting.
Alongside that small text blocks appear in each visual. These short news articles, written in Spanish, French, and English, add depth to the visuals and the narrative. The articles discuss stolen artworks from various museums around the world. When the highlighted words are read sequentially, they reveal the core message of this exhibition.
2024
Branding
Friggehof
The assignment
The goal of this assignment, which concluded my bachelor study in architecture, was to design a completely new complex on an already existing block in the middle of the city of Groningen, The Netherlands. The site should house a variety of different functions ranging from housing to commercial use.
Main design theme
Friggehof is the name that has been given to this new project located in between the Herestraat and Gedempte Zuiderdiep in Groningen.
Frigge is a well known name in Groningen, it has been associated with this plot of land for a very long time. Unfortunately the ‘Grand Hotel Restaurant Frigge’ closed in 1980 but glances of this time can still be seen around the site.
The main theme of this design is to create a square that has a serving function for people living in the block and the streets around it. Providing services to create and enhance the feeling of community for its citizens. By placing housing units for residents along the square, the balance between public and private space is created.
"The main theme of this design is to create a square that has a serving function for people living in the block and the streets around it."
With the inclusion of the C&A, a lunchroom, childcare, and a community center. Residents from the building block and its neighboring streets should feel welcomed into this small part of Groningen that strives to connect its citizens.
Material use
As main building materials two materials are extensively used throughout this project: bricks and granite. Granite is used in the plints of all buildings that house a public function on the ground or first floor. The use of bricks as building material shows that the buildings are aware of its urban and historical context as the introduction of brick in Groningen around 1200 - because suitable clay was widely available - is characteristic for the appearance of the city.
The morphological approach in this design leads to an end product that fits in the street scene of Groningen. The clustering of buildings and the material use make for a complete location that is aware of its urban context.
2023
Architecture
My name is Chiel Webers,
I am a 23-year-old motion and graphic designer based in Sittard, The Netherlands. I was raised in a family full of designers and entrepreneurs and got in touch with the creative business from an early age. Now it’s time for me to make a career in the industry.
Education
2019 - 2023
Syntra PXL Graphic Design
2023 - 2024
Professional Experience
Studiomarq
2021 - now
Liswood & Tache
April 2024