How a local family business grew into a global family brand

Founded in 1829, Maison Dandoy is a family-owned artisanal bakery based in Brussels. They asked us for a modest redesign, but after a series of strategic discussions, we decided to pursue a total makeover instead. Today, Maison Dandoy is one of our most complete clients. We had the chance to build a generous brand universe together, ranging from the brand identity, tone of voice and website to campaign videos, co-branding strategies and the new boutique design.

Client

Maison Dandoy , Brussels

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Services

Strategy + Branding

Maison Dandoy

I’ve known Maison Dandoy since I was a kid; their cookies are just fantastic! Personally, I was thrilled to work with them and help them grow.

Creative Director, Partner
Maison Dandoy
Maison Dandoy

Before designing, we always start by building a creative strategy. To complement independent research, we interviewed family members and other key stakeholders. We became customers ourselves. All this to absorb the culture of Maison Dandoy, its habits, and its products.

Copywriter, Strategist
Maison Dandoy
Maison Dandoy

As soon as the story and vision were clearly laid out, we created the separate brand elements. You might say the logo is Maison Dandoy’s visual blurb, bundling its core story into a neat and tidy graphic.

Design Director
Maison Dandoy

To bring freshness to the design, we seasoned it with golden polka dots fresh out of the oven. A contemporary and luxury touch.

Art Director
Maison Dandoy

When implementing the design, the trick is to find a balance between the gold and the white, between luxury and authenticity. It’s a delicate exercise.

Designer
Maison Dandoy
Maison Dandoy

Finding a tone of voice that fits Dandoy was crucial to changing its identity into a personality. We turned the cookies into cheeky characters that talk with a droll voice; a bit like the court jester from the old days. Which makes sense as Maison Dandoy is all about pleasure.

Copywriter, Strategist
Maison Dandoy
Maison Dandoy

Maison Dandoy is also present in Tokyo and is now distributed at Bon Marché, Galeries Lafayette, Dean & DeLuca, Colette or Marks & Spencer. The company is growing internationally year after year.

Business Developer
Maison Dandoy
Maison Dandoy

Maison Dandoy’s new brand image has opened many new doors. Today, they regularly mount unexpected collaborations with prestigious partners such as high-brow leather house Delvaux, and fashion designers Haider Ackermann and Ann Demeulemeester (seen here in Tokyo).

Designer
Maison Dandoy

While expanding internationally, Maison Dandoy also attaches great importance to keeping core, local customers on board. It’s why they decided to create a new biscuit hub in Brussels. The lucky neighbourhood hosting the new boutique is called ‘Place Stephanie’, a place loved by the people of Brussels. For this project, Base and Erwin De Muer have been collaborating for more than a year, resulting in a wonderful new place for biscuit pilgrims.

Creative Director, Partner
Maison Dandoy

The first goal in setting up the new store was a simple one: induce desire, more and more. A pleasure for the senses: to look, smell, and above all, to taste.

 

Designer
Maison Dandoy

Also, the new boutique should be an extension of Dandoy’s universe and values : it’s not only about eating biscuits. It’s about the whole experience. The folded dot-lamps are designed by Brussels based artist Nathalie Dewez and is a wink at Dandoy’s visual language.

Designer
Maison Dandoy
Maison Dandoy

An long marble counter designed to look as if it were hanging is the new boutique’s signature. This custom-made element may become a recurrent eye-catcher in future Maison Dandoy boutiques. The counter serves as a display for the beautiful product range. It’s very simple: choose a box, pick your favourite biscuits, and taste!

 

Designer
Maison Dandoy

We created ‘takeaway’ packaging for the new boutique. The idea was to create a practical object that would bring drinks and biscuits together. After all, they are inseparable!

Designer
Maison Dandoy

It is always a pleasure to enter the world of Maison Dandoy. Biscuits, coffee and smiles; the best combo thee is. Our photographer Lydie Nesvadba managed to capture this mood in a series of beautiful images.

Business Controller

Following the rebranding, Maison Dandoy increased their sales by more than 50%. Now, that’s tasty!

Business Developer
Maison Dandoy