Aesthete Curator : Upside 01 Aesthete Curator : Upside 02 Aesthete Curator : Upside 04 Aesthete Curator : Upside 05Aesthete Curator : Upside 03 Aesthete Curator : Upside 06 Aesthete Curator : Upside 08 Aesthete Curator : Upside 09 Aesthete Curator : Upside 10 Aesthete Curator : Upside 11 Aesthete Curator : Upside 12 Aesthete Curator : Upside 13 Aesthete Curator : Upside 14 Aesthete Curator : Upside 15 Aesthete Curator : Upside 16

Upside is a store in Belgium, Netherlands, and Germany which recently opened last Spring. The branding behind the store was conceptualized by Coast, a brand agency based in Brussels. The agency developed all branding aspects of the brand from creating the backdrop concept of New York streets, to developing its name, logotype, packaging, signage and all communication items. Under one strong identity system, the global feel of the brand is fresh for all of their application and can be adapted to a large scope of subjects.