Belgium is world famous for the quality of its chocolate so when ten Belgian masters of chocolate join together to showcase their art you know that something impressive is about to happen.
Best Belgian Chocolate of the World is a non profit making organisation dedicated to protecting and promoting the expertise of Belgian chocolate making. They decided to set up a retail outlet where the art of the Belgian ‘chocolatier’ could be experienced at first hand. It was to be a place not only where chocolate could be purchased but where one could see the chocolate being made and witness the skills of the chocolate masters.
This temple to the art of chocolate making was to be sited on Brussels’ Grand Place, right in the centre of Brussels and right within the tourist circuit. Ten masters of chocolate would provide daily demonstrations of their art. They would also showcase their particular chocolate specialities for visitors to purchase.
Minale Tattersfield design strategy created the branding from the name “La Maison des Maîtres Chocolatiers Belges” right through to the interior design.
The visual identity design was expressed very simply in line with the whole concept itself. A light blue and a brown were the colours used in the identity and this was then followed through in the design of the communication material and the in-store point of sale. The simplicity of the design and the use of brown throughout really emphasise the purity of the recipes and the ‘love’ of chocolate.
Just opened, the visitors are starting to flock to experience the delights of the master chocolate makers and to take home the delicious treats they create. It is already proving to be a very effective way in promoting the superiority of Belgian Chocolate. Bon appétit!
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