Jeune Premier 2.0: discover the new, fashionable look

In 2012, founders Hélène Fransen and Bruno Piers started Jeune Premier and found the soft spot of parents and child: schoolbags and backpacks are not only practical, but also fun, fashion and part of your daily school adventure. Now experiencing global growth, with more than 1,000 retailers in 37 countries and a webshop that is not only booming in Western Europe, but also in Asia Pacific, the Middle East and North America, we thought it was time to give the iconic cherries of the Jeune Premier logo a new, more inclusive and powerful face. Now they are all set for the next step in their mission: internationalise, excite children even more with adventurous designs and with a great importance on ergonomics. Besides the new logo, Jeune Premier is also coloured by a new colour palette, new font, new custom-made emojis and so much more to discover!

Luxury chocolate as the cherry on top
To celebrate this rebranding and add an extra sauce of luxury, we had chocolatier and fellow "Oostendenaar" Olivier Willems create six unique Jeune Premier chocolates for the occasion. All inspired by the brand's new world, each with hand-drawn smiley faces and each in one of our signature Jeune Premier colours. From Cherry Pompon pink and gold, to Cavalerie Florale blue and FC Jeune Premier green, each colour and flavour is literally to lick your fingers off.

Jeune Premier pralines

International fashion leader
A Jeune Premier is so much more than just a school bag. Each collection and design offers the opportunity to express your child's personality, creativity and dreams in a stylish way. Founder and designer Hélène Fransen is determined to take these values even further and strengthen their position in the international fashion world.

"I am incredibly proud of what we have already built with Jeune Premier over the past 11 years. Every year our collections continue to grow internationally to become a household name in the high-end fashion industry and the branding could not be left behind in that. The new Jeune Premier look radiates even more the premium design story I love and also offers us the opportunity to go deeper in terms of experience among other high-end fashion brands," says Hélène Fransen, founder & designer.