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11.21.12

La Maison Dandoy identity

Identity, Consumer

Founded in 1829, and still run by the friendly Dandoy family, this traditional Brussels bakery prides itself on its rich heritage of artisanal craftsmanship and handcrafted biscuits that taste the same as they did 180 years ago: rich in flavor, sweet in scent and full with character. With values rooted in the past and a business plan oriented toward the future, Dandoy asked Brussels-based Base Design to modernize and rethink its visual identity, packaging and website. The main question to solve was, “How do you transform a small-scale, local family business into a global family brand, without losing the image of local craftsmanship and tradition?”

Built on typography, illustration, a black-gold-white color palette and simple packaging, the identity takes its inspiration from cookies being pulled from the oven. The visuals are enriched with brisk copywriting, including a new brand manifesto (Maison Dandoy, Spectaculoos Speculoos) built around Dandoy’s traditional shortbread-like biscuit (Speculoos). Summed up in this brief video, the identity reflects the joyful, warm and generous character of Maison Dandoy.

Base Design Brussels, art direction/design.

basedesign.comwww.maisondandoy.com