Base Design

Base Design (New York) was asked by Dandoy—a traditional Brussels bakery renowned for their artisanal speculoos—to modernize and rethink its visual identity, packaging range, and website. The key question: "How do you transform a small-scale, local family business into a global family brand, without losing the image of local craftsmanship and true tradition?" 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. The copywriting talks to everybody and ties together the unique family history, the high-quality products, and the new visual identity.

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