Zware Jongens’ witty and wordy identity for Balthazar puts the romance back into events planning
When it came to deciding the best approach for Balthazar Events’ rebrand, copy was king. Designed by Amsterdam and Antwerp-based agency Zware Jongens, the new identity is centred around the concept of ‘the best date you’ll ever have’ – an event that blows your socks off, impresses your friends and takes you on the best date you’ll ever have. Communicating this is a copy-driven visual language, with a teasing, playful and confident tone.
“For us, it was an obvious choice,” Co-founder Filip Janssen tells us. “Firstly, the power of words is often underestimated. In this case, it ignites imagination, and the words (including numbers) confirm the message that anything is possible at Balthazar. It encompasses not only their past achievements but also whatever you envision for the future. By combining various elements, you can create unforgettable experiences.”
The second contributing factor was the wider event agency landscape, and the homogenous communication style associated with it. “They all employ the same kind of ‘wow’ images,” Janssen adds, “which diminishes the impact and makes it challenging to differentiate oneself. We wanted Balthazar to stand out by being different. They are confident and experienced in their work, and that should be the essence of their identity, rather than relying solely on imagery.”
To elevate the copy further, they opted for Klim Type Foundry’s curvaceous and romantic serif Domaine (in Narrow and Regular), which invites readers in. As for the central element of the visual language, the logo, the team played with contrasts; a start-up feel with the presence of an established company. “We aimed for it to exude an old-school vibe while also being highly flexible and fresh,” they add. The rest of the typographic direction is more subdued, with Basier Circle Mono and Xanh Mono adding an additional layer of function, edge and elegance.
When it came to imagery, a selection of blurred photographs was the perfect backdrop for the copy. Likewise, the colour palette – a mixture of black, white, and pastel hues – provides plenty of contrast. “We chose a ‘washed’ colour palette that is toned down but remarkably vibrant when combined,” Janssen notes. “This choice reflects the essence of their business: the palette should have the ability to convey messages subtly or boldly, just like a whisper or a shout.”