Going back to the roots to envision bigger marketshare.

—THE CHALLENGE

After 75 years of establishing itself as an expert in Belgian chocolate for private labels worldwide, Vandenbulcke recognized the need for its own brand to shine. Despite their legacy, the Vandenbulcke brand had become just another name in the portfolio, driven by customer requests. This was a missed opportunity, as an ownable Vandenbulcke brand could add unique values, create new business opportunities, and secure a larger market share. The milestone of 75 years was the perfect moment to express this ambition and elevate the brand.

—THE RESULT IN POSITIVE CHANGE

We created something unique in Belgian chocolate retail by getting back to Vandenbulcke's heritage and family values. We moved away from predictable chocolate codes and embraced the brand’s unique heritage with pride. The result was a complete set of brand tools that not only celebrated Vandenbulcke’s history but also supported its ambition for significant growth beyond the private label business.

— Client

Chocolatier Vandenbulcke

— Market

Retail 60 countries worldwide

— Expertise

Brand strategy by Nicolas Degryse Go to market strategy by Nicolas Degryse Brand strategy on pack Brand logo design Packaging design Brand visual toolbox In close collaboration with Nicolas Degryse, Food Marketing Consultant

Result

STRATEGY

Nicolas Degryse prepared a hands on action plan to give renewed life to rejuvenate the Vandenbulcke retail brand. He detailed a future vision for the company, complete with a new visual identity and ambitious sales and revenue goals. Through strategic discussions, it was clear that a comprehensive visual makeover was essential. By delving into the packaging language, we helped Vandenbulcke reconnect with their family story, creating a unique, ownable story, ideal for sales.

BRAND LOGO

We returned to the roots—not in a clichéd way, but by drawing inspiration from one historical photo: the first store in Kortrijk where Olga and André began their small business. This became the cornerstone for all visual elements, featuring 1950s-inspired 'tiles' typography and the iconic founders' stamp.

PACKAGING DESIGN

Nostalgic colors and distinctive taste appeal ensured a warmhearted and standout design, applicable in all possible variations of flavors and stories. working on a ‘tiles’ grid, we were able to use all possible packaging sizes to our advantage, expressing the full power of the brand.

“Translating 75 years and three generations of craftsmanship into a new yet traditional logo, and extending it to sleek packaging design? Not an easy task. Catchafish succeeded in uncovering the soul and essence of Chocolatier Vandenbulcke, adding value to its story and history. You get a gratifying design that puts Vandenbulcke on the right track for the future.”

Nicolas Degryse, Food Marketing consultant

THE FUTURE

Nostalgic colors and distinctive taste appeal ensured a warmhearted and standout design, applicable in all possible variations of flavors and stories. working on a ‘tiles’ grid, we were able to use all possible packaging sizes to our advantage, expressing the full power of the brand.

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