Abmo Crafts Art Deco Brand Identity for Vienna Design House Belle & George
The brand identity for Belle & George, a Maison de Design set to launch in Vienna's 9th district in 2026, has been crafted by the Paris-based studio Abmo. Established by Isabelle and George Castaing-Soulier, the identity features a unique wordmark that fuses the organic geometry of Vienna 1900 with the elegance of Parisian Art Deco, created from scratch rather than based on an existing font. The BG monogram cleverly transforms each letter into the other when rotated 180 degrees. The color palette consists of warm off-whites and rich neutrals, avoiding any vivid brand colors. Print materials are produced on Heidelberg presses at Atelier Bulk in Bordeaux, utilizing recycled paper that showcases ink impressions. Hand-applied gold hot foil stamping highlights craftsmanship over luxury signaling, embodying the concept of "la beauté du vrai" (the beauty of truth) throughout the design.
Key facts
- Abmo created brand identity for Belle & George.
- Belle & George is a Maison de Design opening in Vienna's 9th district in 2026.
- Founded by Isabelle and George Castaing-Soulier.
- Custom wordmark blends Vienna 1900 organic geometry and Parisian Art Deco refinement.
- BG monogram is rotationally symmetric: 180-degree rotation swaps letters.
- Color palette: warm off-whites and deep neutrals, no saturated brand color.
- Print collateral printed on Heidelberg presses at Atelier Bulk in Bordeaux on recycled paper.
- Hot foil stamping in gold applied by hand.
- Brand philosophy: 'la beauté du vrai' (the beauty of truth).
Entities
Artists
- Abmo
Institutions
- Belle & George
- Atelier Bulk
- Abmo Branding
- Behance
Locations
- Paris
- France
- Vienna
- Austria
- Bordeaux