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CHARLIES
What do Belgians crave most during (or after) a great party? That was the question the team behind Charlotte de Witte asked themselves. The answer came naturally: the ‘pistolet américain’, an iconic Belgian classic and one of Charlotte’s personal favourites. While touring around the world, Charlotte often missed the simple Belgian food culture she grew up with. The ‘pistolet américain’ became a symbol of that nostalgia, and that feeling sparked the idea for this project: creating a surprise concept that would bring a piece of Belgium into the nightlife environment she knows so well.
From that idea, I developed a complete branding built around the (Belgian) cult-favourite sandwich. The visual identity combines a bold, contemporary energy with vintage references inspired by classic Belgian sandwich bars and old-school snack culture. Retro typography and strong color contrasts helped shape a brand that feels both nostalgic but ready for the night.
The project expanded into a fully designed pop-up booth made for festivals and events, transforming the concept into an immersive late-night food experience. Visuals, branded shirts and staff uniforms turn the entire setup into a bold ‘pistolet vibe’...haha well if you grew up somewhere in Belgium it sounds like home! A celebration of Belgian identity through food and nightlife.
Pictures Jupiler/Black Cod/Charlotte De Witte©