Traditional craftsmanship

The Challenge

Caluwé is a family owned Belgian Chocolatier, with almost 50 years experience making beautiful pralines that are exported to more than twenty countries. Albert Caluwé prides himself on the traditional craftmanship at the heart of the business and felt this “maker” expertise should be captured in a new brand marque to be launched alongside a new contemporary collection of perfect pralines.

"We were delighted with the work that Parker Williams did to develop our branding. They immediately understood the brief and appreciated the balance we wanted to strike between a more contemporary positioning whilst retaining the authenticity and heritage of our brand. It was an easy and enjoyable process with amazing results. We recently launched the new branding at the ISM fair in Cologne with very positive feedback from our global customers. Thank you Parker Williams!"


What we did

We felt it was important to create a brand design that really reflected the generations of family expertise and recipe secrets that differentiate Caluwé from other chocolate brands. We used the initials from Caluwé Artisan to create a brand hallmark that could be used as a signature of authenticity and quality across all packaging and communication. The packaging design uses clean and simple silvery grey tones with rich chocolate coloured card sleeves to allow the beauty of each spot varnished praline to really shine. The foiled Caluwe Artisan hallmark adds the finishing Artisan maker’s touch which can mean only one thing - Praline perfection!