A HOMAGE TO A REMARKABLE STORE MANAGER. 

BLEYENBERG THE HAGUE

Bleyenberg is a revolutionary new hospitality and nightlife concept, located in the former Kwantum wallpaper store on the Grote Markt in The Hague. We created the name, the brand concept and visual identity. 

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DE BEDRIJFSLEIDER

C.A.J. Bleyenberg was Kwantum's manager ("bedrijfsleider") for over 15 years. His story and attitude were so remarkable that we decided to name the brand after him: Bleyenberg. An homage to him, to the history of the building – and to The Hague.

VISUAL IDENTITY

We designed an iconic logo and a wordmark connoting wallpaper rolling out. From

old wallpaper we created original artwork showing John Bleyenberg's nickname - Bley.

MANIFESTO

First, we wrote a manifesto,

bringing C.A.J. (John) Bleyenberg's

no-nonsense mentality to life. (Dutch only)

 
 

SIGNAGE

We put Bleyenberg's name on the building and named the different departments after John's old territory: 

The Roof,

The Office,

The Cantine 

and The Storage Room - a nightclub tucked away in Bleyenberg's basement.

The meeting spaces were named after Mr. Bleyenberg's most memorable employees. 

And we even named the restrooms on each floor - after John Bleyenberg and his wife Anneke.

 

We made sure Bley's spirit is felt everywhere, by launching a campaign featuring his famous quotes through outdoor posters and social media. A building wrap let the whole city know that something big was happening.

CAMPAIGN

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DIGITAL

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SOCIAL PLATFORMS

 

We created a custom-made bronze bust, overlooking the restaurant.

BRONZE BUST

 

SEAT OF HONOUR

Of course, John got a seat of honour at the bar.

 

BRANDED MATERIALS

Our branding extended into many details and expressions, including food and drinks menus, coffee-to-go cups, loyalty cards, posters, window stickers, paper bags, receipts, hand-outs, restaurant uniforms, and sweaters.

THE STORAGE ROOM

Additionally, we developed the branding for Het Magazijn ("The Storage Room"), a nightclub tucked away in Bleyenberg's basement.

 

We created the name, visual identity, built their digital platforms and consulted on interior design.