Moet Lukken is an Antwerp-based boutique agency for business advice and coaching. By attracting a new partner, they expanded their offering for family businesses specifically. The new approach reconciles business perspective with family dynamics. It fitted perfectly with the strong foundation the two co-founders had already established in the market. Highly personal yet professional, tactful yet straightforward, sensitive but firm, reliable and committed. With an unmatched entrepreneurial drive on top.
This momentum called for a refresh of their visual identity and the creation of a brand toolbox that would upgrade their communication on all fronts. The playing field? Wide open. The identity evolved from a bespoke script logo and playful ink-and-watercolor personas in the first round, to a slightly more serious tone of voice. Combining trustworthiness and serenity with just enough play, honoring the humane and personal touch that distinguishes them from their competitors.
