A new visual identity for Brussels’ most famous biscuit bakery with a pattern taking its inspiration from baked cookies being taken out of the oven. “The resulting visual identity has been reduced to its essence. The new Maison Dandoy brand is built on a graphic toolbox that consists of a logo, typography, illustrations, the colour palette black-gold-white, and simple packaging to reduce waste.

The visual part is enriched with brisk copywriting, from a new brand manifesto and a new baseline – Maison Dandoy, Spectaculoos Speculoos – to several taglines, craftsmen’s portraits, speculoos figurine dialogues, and other stories written in a no-nonsense, humorous tone of voice. From now on, Maison Dandoy is a brand with a consistent, recognizable voice.

The new tone of voice also reflects Maison Dandoy’s joyful, warm, generous and human character. Maison Dandoy is all about pleasure! The copywriting talks to everybody and ties together the unique family history, the high-quality products, and the new visual identity. Through the new baseline, Maison Dandoy’s new identity is built around the star product Speculoos, a delicacy they are known for since ages. From now on, Maison Dandoy means ‘Speculoos’ just like La Durée means ‘Macaron’ and Maille means ‘Moutarde’.

A last notable change is the return of Dandoy’s original company name ‘Maison Dandoy’. This refers to Dandoy’s charismatic motherhouse in the heart of Brussels, where it all started. Yes, Maison Dandoy is a typical Brussels brand. Its Brussels roots are felt everywhere, through the logo, the illustrations and the slightly surrealist tone of voice. Do you want to know how good life tastes? Do you want to get to know Brussels? Meet Maison Dandoy!”

Designed by Base