For many Belgians, Roodhooft Mokatine—better known as ‘Arabierkes’—is a familiar name, though mostly as a relic of the past. A candy tucked away in grandparents’ cupboards. Its name, its imagery, its mascot, especially the depiction of an Arab figure, remained rooted in the past and out of step with modern sensibilities, failing to connect with younger audiences.

So we looked back to move forward. The answer was there, in the bones of the old candy factory. Its signage inspired a new beginning. Roodthoof Mokatine—a name rich with history—became the heart of the brand.

The former mascot was reinterpreted as a stylised desert oasis, rendered through hand-drawn illustration to emphasise craftsmanship and authenticity. Typography was placed at the forefront of the new packaging, with a strong, heritage-inspired design language that balances tradition and modernity.

The colour palette evolved as well with the new brand identity. No more brash primaries but a deep chocolate, warm cream, rich caramel—an identity as smooth and indulgent as the mocha-caramel flavoured candy itself.

A new promise said it all: Little treasures, endless pleasure. A lasting taste, now with a lasting presence.