Neuhaus is a global premium chocolate brand. A Belgian icon with a superb product, a rich heritage, a presence in over fifty countries and a webshop shipping worldwide. They had just about everything to outshine the fierce competition. And yet, they didn’t. Neuhaus had lost its spark along the way. Operating from a retail mindset, it had lost track of what the brand was all about. We worked with them to recapture that essence and revitalized the Belgian chocolate icon from within.

Neuhaus needed to engage with the customer on a more emotional level. So it shifted its focus from ‘what you give’ (a product) to ‘why you give it’ (an emotion). You give to show you care, a universal motivation rooted in the brand’s origin. Back in 1857, Neuhaus’ founder Jean Neuhaus, originally a pharmacist, soaked bitter-tasting medicines with sweet chocolate because he cared about his customers. It’s what Neuhaus articulated as ‘the gift of caring’. Using this as a foundation, we rebuilt the brand around a singular goal: make Neuhaus the ideal gift to show someone you care.

The copper ribbon is our “fil rouge”. It’s Neuhaus’ primary colour, but also turns every box into a gift. After all, a bow marks the beginning of an unboxing ritual. You immediately feel the thrill of discovery. In execution, we paid supreme attention to details, using quality materials only. Every element of the packaging is thought-through and produced with the utmost care, resulting in an iconic, thoughtful gift.

Forget about dramatic shots against a dark background, this photography style breaks from traditional chocolate category codes. The bright, fresh images present the pralines as mouth-watering centerpieces.

Valentine’s Day, Easter and other holidays are key moments for Neuhaus. For those collections, we create stories that transcend the product. Whether romantic love or more general togetherness, each season’s sentiment is reinterpreted through ‘the gift of caring’. Every packaging design tells a story that goes beyond the product.