Belier Laine

Belier Laine was born in the Hauts-de-France region of northern France. Established in 1890, the brand boasts a history of over 100 years. Initially focused on wool and textile production, it adhered to the philosophy of "creating warmth and comfort in life," and has long been recognized in France as a symbol of luxury, fashion, aesthetics, and comfort. Over time, it has also incorporated a pursuit of quality and a commitment to sustainable development. In November 2021, Belier Laine entered the Chinese market, introducing "a pair of comfortable and stylish shoes made by algae flyknitting material" as its flagship product. Utilizing innovative its unique algae flyknitting technology and integrating centuries-old French knitting techniques, the brand launched China’s first-ever algae flyknitting shoes.

Our collaborated brand system construction third-party Tomson Jason traced back to Belier Laine's French brand root and transformed into its unique brand image and VI system from crucial French culture influences: Classicism, Gothic, Renaissance, Rococo, Neo-classicism, and Modernism, and set 4 main brand image elements, including Frénch, Free, Classiç, and Renovation. 



Based on the foundational brand cultural image and narrative, Tomson Jason created a whole set of brand VI identity system, including new brand logo, font, color schemes, patterns, accessories elements etc.

















Belier Laine VI Identity System

 
Our core partner designer Yoyo Pan spearheaded the whole product planning and design of Belier Laine 2021AW Collection. Her design concepts are inspired by Belier Laine's heritage wool knitting and textile history by utilizing classic elements such as monogram patterns, decorative cables etc., combining with trendy elements such as digital gradient, contemporary ribbing, contrast color block, utility, and recycling bio materials.














Belier Laine 2021AW Footwear Style and Pattern Mock-up by Yoyo Pan 






Belier Laine 2021AW Lookbook