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A New Graphical Identity for Old Biscuits

Chris Dickman Tue, 12/18/2012 - 07:55

For the Germans it's spekulatius and the Dutch refer to it as speculaas, while French and Belgians speak fondly of their speculoos. Whatever you call it, this thin, crunchy buiscuit owes its popularity to a delicious mashup of white flour, beet sugar, butter and spices, typically cinnamon, nutmeg, cloves, ginger, cardamom and white pepper. While mediocre industrial versions are everywhere, it should come as no surprise that there remain a few traditional speculoos makers, among them the Belgian bakery Maison Dandoy. Founded in 1829, this modest Brussels bakery decided to take a shot at the big time by modernizing and rethinking its visual identity and packaging range before launching into a global expansion, beginning with a new store in Tokyo.

Base Design, (which states that "we specialize in not specializing in graphic design, art direction, audiovisuals, copywriting, and typeface design"), was called in and, according to the design firm, provided "A playful take on a long-established historical legacy: the new Maison Dandoy brand is built on a graphic toolbox that consists of a logo, typography, illustrations, the color palette black-gold-white, and simple packaging to reduce waste." Sweet!