“From the logo to the shape of the chocolate, ARC’S updates the classic Belgian chocolate brand, Louis Bonnet.
There are challenges when modernizing a classic brand like Louis Bonnet. The Belgian chocolate company started in 1935 with Louis Bonnet handmaking chocolates for a tea-room he had opened with his wife in Bruges. So when asked to rebrand a company with so much history, ARC’S took calculated steps.”
“STEP #1 – A VERY BELGIAN LOGO.
We needed a new sign able to express a sense of heritage and quality. We dug into traditional Belgian emblems looking for special shapes coming straight from the past. And we kept looking until we found the right one: the elegant creamy stylized cock (combined with a classic premium lettering) instantly became, with the client blessing, the new Louis Bonnet logo.
STEP #2 – LET’S SHAPE THE CHOCOLATE!
All the product shapes have been specifically redesigned for Louis Bonnet. We have moulded the chocolate skin with special textures and smooth cuttings. The aim was to impress on chocolate a classic but lively touch in tune with the traditional, but still passionate, brand personality.
STEP #3 – PACKAGING WITH COLORS.
Packaging design has been conceived with innovative lines and modern use of colors. We used bright lights to push contemporary energy without affecting the layout solidity. We opted for a wide color palette to better represent the variety of Louis Bonnet range, by associating a different color to each reference.
STEP #4 – PACKAGING FOR EVERYTHING.
Bars, wafers, chocolate boxes, cream jars. ARC’S provided packaging design for the complete Louis Bonnet chocolate range. All the shapes express a special encounter of premiumness and creaminess. We mixed contemporary design and a bit of tradition to remain in balance over time: products move together between past and future.
STEP #5 – IN-STORE: THE LOUIS BONNET CHOCOLATE BOUTIQUE
ARC’S designed special POS and BTL materials to bring Louis Bonnet passion even in stores and supermarkets. We combined the old-fashioned boutique style with precious lines and illustrious colors. All the materials stand out as golden doors leading into the Louis Bonnet delicious world.”
Designed by ARC’S, Turin
