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How a local family business grew into a global family brand

Founded in 1829, Maison Dandoy is a family-owned artisanal bakery based in Brussels. They asked us for a modest redesign, but after a series of strategic discussions, we decided to pursue a total makeover instead. Today, Maison Dandoy is one of our most complete clients. We had the chance to build a generous brand universe together, ranging from the brand identity, tone of voice and website to campaign videos, co-branding strategies and the new boutique design.

I’ve known Maison Dandoy since I was a kid; their cookies are just fantastic! Personally, I was thrilled to work with them and help them grow.

Thierry Brunfaut, Creative Director & Partner

Before designing, we always start by building a creative strategy. To complement independent research, we interviewed family members and other key stakeholders. We became customers ourselves. All this to absorb the culture of Maison Dandoy, its habits, and its products.

Jasmine De Bruycker, Strategist & Copywriter

As soon as the story and vision were clearly laid out, we created the separate brand elements. You might say the logo is Maison Dandoy’s visual blurb, bundling its core story into a neat and tidy graphic.

Sander Vermeulen, Design Director

To bring freshness to the design, we seasoned it with golden polka dots fresh out of the oven. A contemporary and luxurious touch.

When implementing the design, the trick was to find a balance between the gold and the white, between luxury and authenticity. It’s a delicate exercise.

Thomas Leon, Creative Director

Finding a tone of voice that fits Dandoy was crucial for transforming its identity into a personality. We turned the cookies into droll, cheeky characters – a bit like the court jesters of the past. This makes sense for a brand which is all about pleasure.

Jasmine De Bruycker, Strategist & Copywriter

Maison Dandoy is also present in Tokyo and is now distributed at Bon Marché, Galeries Lafayette, Dean & DeLuca, Colette and Marks & Spencer. The company is growing internationally year after year.

Maison Dandoy’s new brand image has opened many new doors. Today, they regularly mount unexpected collaborations with prestigious partners such as highbrow leather house Delvaux, and fashion designers Haider Ackermann and Ann Demeulemeester (seen here in Tokyo).

Léa Wolf, Designer

While expanding internationally, Maison Dandoy continues to attach great importance to keeping core, local customers on board. This is why they decided to create a new biscuit hub in Brussels. The lucky neighborhood hosting the new boutique is called ‘Place Stephanie’, a place loved by the people of Brussels. For this project, Base and Erwin De Muer have been collaborating for over a year, resulting in a wonderful new place for biscuit pilgrims.

Thierry Brunfaut, Creative Director & Partner

The first goal in setting up the new store was a simple one: induce desire. The entire store is a feast for the senses: to look, smell, and above all, to taste.

Erwin De Muer, Designer

The new boutique should be an extension of Dandoy’s universe and values: it’s not just about eating biscuits but the experience as a whole. The folded dot-lamps are designed by Brussels-based artist Nathalie Dewez and is a nod to Dandoy’s visual language.

Léa Wolf, Designer

The long marble counter designed to look as if it was floating is the signature of the new boutique. This custom-made element may become a recurrent eye-catcher in future Maison Dandoy boutiques. The counter serves as a display for the beautiful product range. It’s very simple: choose a box, pick your favorite biscuits, and enjoy!

Erwin De Muer, Designer

We created ‘takeaway’ packaging for the new boutique. The idea was to create a practical object that would bring drinks and biscuits together. After all, they are inseparable!

Thomas Leon, Creative Director

It is always a pleasure to enter the world of Maison Dandoy. Biscuits, coffee and smiles – the best combo there is. Our photographer Lydie Nesvadba managed to capture this mood in a series of beautiful images.

Lola Philippart, Business Controller

Following the rebranding, Maison Dandoy increased their sales by more than 50%. Now, that’s tasty!