Welcome to Beauregard
A vision of stylish and timeless clothing that looks good and is made from quality materials.
Beuregard, a brand offering solutions for men’s clothing with keywords like classic, strong, durable, and reliable products, had begun to fail to fully meet the expectations of a changing generation and the individuals within it.
More than a decade has passed since I first conceived Beuregard as a brand preferred by mature and older men. Over time, this strong legacy has become, in my eyes, confined to a narrow perception, targeting only a specific audience. My own aging and changing perspective on life have contributed significantly to this.
Especially when it comes to men’s clothing, quality, durability, and timelessness seem to be criteria only certain brands focus on. However, men who keep pace with the rhythm of life, consciously define their style, and have a dynamic lifestyle are now at the very heart of their lives.
When I decided to rethink Beuregard and began working on it, one of the top priorities in my mind was updating the brand’s established image “without compromising” it.
In my vision for Beuregard, unlike its competitors, I wanted to move the brand away from the perception of being a “dad brand” and make it appeal to younger adults.
The solution to Beuregard’s repositioning was to create a new and powerful brand language without severing its connection to its roots. Therefore, the brand’s previously implemented corporate identity was reinterpreted with the lion, a universal and “masculine” symbol.
The lion represents not only power and leadership but also self-confidence, authority, and timelessness in nature. This facilitated an emotional connection with the new audience Beuregard aimed to reach. The modern approach to the Beuregard lion aimed to make the brand clearer, more assertive, and more memorable.
In typography, a departure from conventional norms was made, and the transition from Sans-Serif to Serif became one of the strongest moves that made Beuregard different and visible.
The Domine font, published by Impallary Type, with its strong character, balanced proportions, and high readability at varying weights, became the key element in reinterpreting the brand’s maturity with a contemporary perspective.
This choice is a supporting force in positioning Beuregard not just as a “classic” but as a conscious, sophisticated, confident, and detail-oriented menswear brand.
In terms of color palette, green and blue, colors synonymous with trust and loyalty in menswear, were strategically designed in two shades; one light and one dark.
These colors were used consistently across all touchpoints, from corporate identity materials to in-store experience, labels to shelf arrangement, strengthening the brand’s perceptual integrity.
As a result, Beuregard became a brand that modernized without losing its identity; on the contrary, it expressed its identity in a clearer, stronger, and more contemporary language.
Beuregard lion – First tee on white
Beuregard lion – Congress blue on white
Beuregard lion – Steel shard on white
Beuregard lion – Fence green on white
Beuregard lion – Gray on white (subtle)
The lion symbol is synonymous with concepts such as power, honor and leadership. The fashion has embraced the lion in this way. When it comes to menswear, the lion can be considered not just an ornament, also a form of character.
This figure is frequently seen in the emblems of double-breasted jackets, cape pins, royal symbols and mythological stories.
The lion has become a symbol not of those who proclaim their power by shouting but of those who are aware of their power and display it through their posture. When a man wears a lion symbol, it leaves a deep and impactful impression on those around him.
The lion which inspired me when redesigning the Beauregard brand, isn’t just a randomly chosen symbol, also an inspiring form and a very powerful icon upon which I have built all the rest of the brand’s communication.
When I first started developing the Beauregard brand at the end of 2016, and began rethinking its new form at the beginning of 2025, my inspiration came from the renewed dynamism of daily life and the need for comfort in everyday clothing in the post-pandemic era.
I first started developing the Beauregard at the end of 2016. When I rethought how the brand might look at the beginning of 2025, my inspiration was the dynamic daily life that quickly recovered at post-pandemic era and the comfort men needed in their everyday clothing.
This is the fundamental goal of transforming Beauregard from just a shoe brand into a brand that can supply all the clothing a man needs in his daily life.
There are many well-established brands in the world that produce very solid men’s clothing and I envision positioning the Beuregard brand alongside them.
Therefore, the lion symbol represents more than just a symbol for Beuregard: heritage, courage and belonging.
When it comes to men’s clothing, from hats to white underwear, the lion provides both a comfort zone and a challenging symbol to work with when used on products that represent modern masculinity.
A brand that places a lion symbol on a product doesn’t just sell simple men’s clothing; these garments are expected to have character, to look perfect on the male body, and to be practical for everyday use.
I dream Beuregard as a dignified yet sincere brand, ambitious but not excessive… Ambitious, stylish, and dynamic for young adults; a status symbol that will stand the test of time for the mature male audience.
The psychological impact of the lion symbol is also related to loyalty and self-confidence.
When a man puts on a hat bearing the Beuregard lion, wears a carefully crafted shirt or trousers, or unpacks a pair of underwear designed for emergency moments, I wanted him to be confident that the product would do him good, that his day would go smoothly in that garment and that he would wear what he bought for a long time.
Every man’s wardrobe speaks its own language, and clothes chosen in the right colors say more than words.
Green and blue.
These are just two of the colors that form the foundation of timelessness, calmness, and strength in men’s clothing.
Basic colors easily stand out from changing trends, strong enough to defy seasons and fashion. When used correctly, they inspire confidence, provide flexibility, and attract attention in any setting, whether it’s a busy day at the office, a pleasant evening event, or a weekend spent with family or friends.
Using green and blue together is the ideal choice for a men’s clothing brand to achieve simplicity and balance in its corporate identity.
The green and blue tones that make up this color palette are among the things that make Beauregard timeless and stylish.
Contrary to the basic rule in design, Beauregard’s color palette, which includes two shades each of green and blue, was envisioned as the main colors in both the corporate identity and the products. Secondary and tertiary colors were positioned simultaneously and at equal distances from these primary colors.
First Tee 
Congress Blue 
Fence green 
Steel shard
