Brand Brothers orchestrates a new identity for Paul Beuscher, Paris's oldest musical store

The shop, which also sells books, sits in quite the legendary address for locals: "The brand has been part of the Parisian landscape since 1850 and has not changed its address since its creation, lying in the heart of the Bastille district," says studio co-founder, Johan Debit.

"Since then, this legendary name has accompanied the great changes in music in France, from the golden age of French song in the 1950s and 1960s to the importation of the first Gibson and Fender guitars, to the launch of the first self-service music bookshop."

During a close collaboration lasting more than six months, Brand Brothers worked on the brand’s new graphic language by developing a rich and structured visual system. "The objective was to bring Paul Beuscher back into the circle of fine Parisian retailers, capitalising on a famous name, and preparing the brand for innovations that it embraces on a daily basis," adds Johan.

Within the new logo, based on an original typography, there is a subtle eighth note in the 'P' and is declined in a monogram 'PB' which identifies the sign in a statutory and timeless way. This bold and structured typogram is accompanied by a new collection of signs, messages, symbols and colours, which allows infinite combinations and makes the sign much more distinctive and identifiable.

From guitar covers to paper bags, street posters to product sheets, stationery and tote bags, Brand Brothers has developed a simple, rhythmic and graphic system. The French studio is now working with Hekla’s architects to bring the new identity to life in the Paul Beuscher store.