Nightingale branding Rectoverso

Recto Verso

The launch of a new sportswear brand, made in Belgium

Client
Recto Verso
Services
  • Graphic & interior design
  • Campaigns and productions
  • Marketing strategy
  • PR and influencer relations
  • Brand activations & events
  • Digital & social media
BELGIUM | Sportswear that celebrates the duality in every woman. With this idea, the Liebaert family started thinking about how they could apply their 13 decades of experience in product design and textile innovation into a brand that truly felt like their own. The breakthrough came when the youngest daughter of the family - Camille Liebaert - was brought into the process, adding a contemporary perspective. And thus Recto Verso was born.

360 PROJECT

For Nightingale, the challenge was simple: there was a brand name, and a logo design. But with no experience in brand repositioning, art direction or marketing, Liebaert looked at the Benelux agency to help them launch and communicate the brand in Belgium. Additional tasks like art direction, decisions in branding strategy, content creation and creating a communication strategy were also included in this brand exercise.

The communication strategy created by Nightingale acted twofold: one as a means to engage journalists to spread the word in print and online, but also to communicate directly to the consumer through social media.

Nightingale branding Rectoverso

MARRAKECH TRIP

Following a press trip to Marrakech to introduce the brand, which coincided with the lookbook and campaign production, Nightingale managed to sustain a momentum that would live beyond the launch of the brand's website and pop-up store one month later.

BRANDING & ART DIRECTION BY NIGHTINGALE

Beyond developing an internal document for branding and art direction, Nightingale designed the packaging and corporate identity for Recto Verso.

Nightingale branding Rectoverso Marrakech trip

CAMPAIGN FOR COLLECTION ONE

Under the moniker of Collection One, the collection and three sublabels were teased and communicated through social media and the press. For this collection, Nightingale produced and directed the lookbook and campaign imagery in Marrakech.

Nightingale branding Rectoverso collection one

POP-UP STORE

After the launch of the website and first collection - simply labeled Collection One - Nightingale once again went to the drawing board to assist Recto Verso for the launch of their first pop-up store. Handling the interior, strategy and communication of the pop-up, Nightingale shaped the way people would experience the store in real life.

Nightingale branding Rectoverso pop-up store

BRINGING THE RECTO VERSO UNIVERSE TO LIFE

In the Recto Verso pop-up store, the duality between sophistication and raw female power, or 'le chique et le choc', was translated through several elements in the scenography. Hugely influential in the creation of the brand's choc side was Camille's interest in motorsports.

Nightingale branding Rectoverso pop-up interior

LE CHIC ET LE CHOC

Women balance their sophisticated side with their edgier side on a daily basis. For Recto Verso, this translated to elegant Wabi-Sabi elements like bonsai trees, as well as the floating motorcycle painted entirely in the cod grey signature colour.

Nightingale branding Rectoverso le chic et le choc

SIGNATURE COLOUR PALLET

The store started as a blank canvas, painted cod gray with modern industrial elements added to the painting. Colours used for the retail concept were derived from the brand's signature colour pallet, sporting the colours true blue, spicy orange and spectra yellow.

Nightingale branding Rectoverso colour pallet
Related projects
Pictures by
Nightingale Morobé campaign
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