“Maison De Greef 1848” is a high-end jewellery brand, expert watchmaker and retailer that opened its first shop in 1848 at 24 Rue au Beurr, Brussels. Shortly after, De Greef became the official clockmaker for the Belgian National Railway Company and then the supplier of pocket watches for the Belgian Navy.
The brand has built an enduring legacy and weathered many changes over its 170-year life. It remains a family business and is in the hands of its seventh generation. This new generation worked with Base Design to rethink the clichés of the market and develop a new graphic identity. This is characterised by a bold simplicity of type — with all typography set in Cactus from Alias— and in words, a contrast of colour and a conviviality of image, and included stationery, packaging, bags and website design.