Smel, founded in 2001 by Edgar Smaling and Carlo Elias, consists of a dynamic team of dedicated, multidisciplinary creative people. Smel designs strategic corporate identities, magazines, books, corporate identities and websites;
illustrious design concepts which subtly unite quality and imagination.
Smel works for a variety of clients, public service, fashion, design, art and architecture.
They ordered three drawings to Dit Cheyenne for the new restaurant Florent in Amsterdam.
« Parisian bistronomy with a dash of New York bravura and well seasoned in the style of Utrecht » was how Florent was described in the most critical paper in the Netherlands immediately after opening.
Smel created the concept and graphic design for Florent's identity and made a succesful collaboration with Dit Cheyenne.
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