The Rubus Beach Bar first opened in the summer of 2024 on Middelkerke beach, on very short notice. As everything had to go fast, the logo was then also created last-minute without a clear strategy or long-term vision. A year later, the bar was renamed Rubus Beach Club. With that new name also came a stronger focus: from 2025, everything will revolve around experience, events and building a loyal community.
The new logo exudes more professionalism and sophistication. The recognisable blackberry remains, but in an elaborate illustration style. The typography is powerful but more elegant, and the soft colours create a stylish, summery atmosphere. Everything now fits better with the feeling Rubus wants to evoke.
The rebranding was also implemented in practice: branded clothing was introduced, the terrace was upgraded and everything now radiates more coherence. Thanks to this rebranding, Rubus Beach Club can profile itself more strongly, focus more on the experience and develop a loyal group of visitors. A fresh start with a clear story.
Photos: Anaïs Lesy
