About
Design starts
at the core.
I'm Arnaud Boone — a 26-year-old brand designer from Ghent. I founded Unpeel because I believe every brand has a story worth telling. You just have to know how to unpeel it.
"There is so much bad design in the world. And most of it could be fixed so easily."
Drawing was never a hobby for Arnaud — it was just how he processed the world. Growing up in Ghent with his sister, he spent hours sketching without knowing it would one day become his profession. When graphic design appeared as a subject in secondary school, something clicked. Not just the making of things — but the thinking behind them.
That passion led him to LUCA School of Arts in Ghent, where he studied Visual Design. Not content to stop there, he went on to complete a postgraduate in branding at Arteveldehogeschool — because he understood early that a logo without strategy is just decoration. Branding, he realised, is everything. Not just what something looks like, but how it behaves, what it says, and what it makes people feel.
The name says it all. Unpeel is about going back to the core of a brand — stripping away assumptions, trends and noise to find what a company actually is. Its purpose. Its personality. Its reason to exist. Only from that foundation can you build something honest and lasting. That is the process behind every project Arnaud takes on.
What keeps Arnaud motivated is also what frustrates him most: there is an enormous amount of bad design in the world, and most of it could be fixed with a little more strategic thinking. Too many designers treat branding as a visual exercise. Too many clients think a logo is enough. Arnaud has made it his mission to prove otherwise — one brand at a time.
Values
What I stand for.
A brand should never be built around a designer's style. Every visual decision should be rooted in strategy — what the brand needs to communicate, not what looks good in a portfolio.
If something isn't right, I'll say so. I'd rather have an uncomfortable conversation early than deliver something that doesn't work. My clients always get my honest opinion.
Branding is not just a logo. It is the complete experience of a brand — the way it speaks, moves, looks and feels. Every touchpoint is an opportunity to build trust or lose it.
Trends fade. Strong identities don't. I design for longevity — not for what's fashionable right now, but for what will still feel right in ten years.
Background
Beyond Design
When I'm not designing, I'm probably on a tennis or padel court — sport is where I reset. I travel as much as I can, always looking at how different cultures express themselves visually. And I have a deep appreciation for clothing design — the way a well-designed T-shirt can communicate an entire attitude in a single glance. It reminds me that design is everywhere, and that simplicity is always harder than it looks.
Why Unpeel
Most designers build around their own style. I build around your brand.
One designer, full ownership.
You work directly with me — not an account manager, not a junior. Every decision, every detail, handled personally from start to finish.
Strategy is not optional.
Every project starts with a strategy workshop. Design without understanding is just guesswork. I never skip the thinking.
Passionate clients only.
I work best with founders and business owners who understand that branding is not a luxury — it is infrastructure. If you are serious about growing your brand, we will work well together.
FAQ
Getting to know Unpeel.
Who is Arnaud Boone?
Arnaud Boone is a 26-year-old freelance brand designer based in Ghent, Belgium. He is the founder of Unpeel Design — a strategic branding studio working with startups, restaurants, hotels and creative founders. He studied Visual Design at LUCA School of Arts and completed a postgraduate in branding at Arteveldehogeschool. He has been working independently since 2025.
What is Unpeel Design?
Unpeel Design is the independent design studio of Arnaud Boone. The name reflects the core philosophy: before designing anything, you need to unpeel the layers of a brand to find its true core — its purpose, personality and story. Every project starts from that foundation.
Where are you based and do you work internationally?
Unpeel is based in Ghent, Belgium. While most clients are Belgian — from Ghent, Antwerp, Brussels and beyond — Arnaud works remotely with clients across Europe. Location has never been a barrier to great collaboration.
What kind of clients do you work with?
Startups, restaurants, hotels, artists and creative founders — both new brands and rebrands. The common thread is founders who are genuinely passionate about their brand and understand that strong design is not a cost, it is an investment. If you are ambitious and serious about growing your business, we are probably a good fit.
How do I start a project with Unpeel?
Simply get in touch via the contact form or by email. Describe your project, your timeline and your goals. I'll come back to you within 24 hours with honest thoughts on how I can help and what the right scope looks like.
Let's build something real.
Tell me about your brand. I'll tell you honestly how I can help.
Get in touch →