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bpost / Brand identity


Discipline: Communication

Discipline: Communication

Awaiting the full liberalization of the Belgian postal market on January 1st 2011, the national postal operator “De Poste-La Poste” felt the time was right to change its brand. Interbrand was asked to develop a new name, brand strategy and visual and verbal identity that unlocked the value behind the business strategy and signaled to the world that the business was ready to compete after full market liberalization. A new name was created: bpost will replace “De Post-La Poste”. In addition, the visual and verbal identity, including logo, has been modernized to represent a dynamic company in a complex and modern digital world.

Client / Manufacturer


Brussels, Belgium



Amstelveen, Netherlands

Andy Payne, Markus Blankenburg, Hélène Causse (Creative Direction), Claire Jean Engelmann, Alexanda Hulme, Dominik Streich, Jean-Jaques Charrais (Design), Patrick Stal (Project Lead)

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