Adrien Beaujeant: Why the Best Designs Don’t Just Look Good, They Mean Something

Introduction

At GameOnKits, we believe the best designs are more than just beautiful — they are meaningful.
Belgian Creative Director Adrien Beaujeant (Adri) embodies this philosophy. Moving seamlessly between graphic design, illustration, and art direction, he builds strong, coherent visual identities across music, fashion, and food. What ties his projects together is a commitment to storytelling and coherence.

We first met Adri while collaborating on Sofiane Pamart’s project, where he challenged us to push for more meaningful merch. In this interview, he shares his process, his principles, and why true design goes beyond aesthetics.

Introducing Himself

Q: Can you introduce yourself and what you do?
Adri:
“My name is Adrien Beaujeant. I’m Belgian and I work as a Creative Director. But more than that, I see myself as a versatile tool in the service of visual storytelling. My work spans art direction, graphic design, and illustration, especially in the music, food, and fashion industries.

I studied graphic arts in high school, then pursued graphic design at Saint-Luc in Brussels. After graduating, I joined the branding agency McArnolds, where I worked for seven years. Alongside, I co-founded a coworking space in Brussels dedicated to creative professions. That experience gave me the freedom to leave the agency world and work independently.

Later, I moved to Switzerland to shape the identity of Whitefrontier, a craft beer brand I still collaborate with today. Now, my projects mainly revolve around music, food, and fashion.”

Approach to Merch Design

Q: How do you approach design, especially merch?
Adri:
“Merch should never be seen as just a product. It’s a medium in the service of a cause. That’s why I always begin with two questions:

Who is the brand or artist?
Why do they want to communicate?

Once that’s clear, we can build what I call a narrative framework — the story that guides everything else. From visuals to formats to materials, everything flows naturally from that story.”

What Makes Merch Meaningful

Adri:
“An object becomes meaningful when there’s a story behind it. It might evoke an emotion tied to memory, like a tour tee bought at a concert. Or it might represent values, like a protest pin that signals belonging.

That’s why brands should avoid chasing trends or creating beauty for beauty’s sake. Aesthetics without meaning feel hollow. Especially today, with ecological concerns, merch should be timeless — relevant now, and still meaningful tomorrow.”

Instinct vs. Process

Adri:
“My approach is both instinct and process. But I prefer the word sensitivity. Instinct is raw, unconscious. Sensitivity is refined — observation sharpened by experience. So really, it’s a process guided by sensitivity.”

Work with Sofiane Pamart

Adri began collaborating with Sofiane Pamart in 2017, laying the foundation for a long partnership and friendship. From creative residencies to international tours, Adri developed visual worlds that grew alongside the artist’s career.

For Forever Friends (a collaborative album with NTO), Adri emphasized duality and loyalty. The visual identity included a chimera-like two-headed dog, chain links, and a drop of blood — symbols of belonging and unbreakable bonds. Scarves, flags, and bomber jackets brought the concept to life.

For Noche, the focus shifted to textures and materiality. Black-and-white aesthetics mirrored the night, while details like embossed paper and puff ink added tactile depth. The project extended into books and merch, creating full coherence across formats.

Designs That Stuck

Adri still cherishes the silk scarves from Sofiane’s Planet album, loved for their versatility at festivals. He also admires Belgian designer Stéphanie D’Heygere, who turns everyday objects into fashion accessories. For him, it’s proof that meaningful design comes from reinvention and emotion.

Looking Ahead

Adri is currently working on Sofiane’s upcoming album, developing thoughtful merch pieces. He’s also collaborating with Oscar and the Wolf on a live album release and branding a jewelry designer.

As he puts it: “One way or another, there will always be exciting projects involving merch.”