CLIENT
Callebaut
AGENCY
Saint Elmo's
ROLE
Executive Creative Director
Currently, at Saint Elmo's in Munich, I serve as Executive Creative Director, spearheading the comprehensive brand relaunch of Callebaut. We are repositioning this global leader in the chocolate industry as 'Masters of Taste,' which entails a complete overhaul of their brand identity and communication strategy.
Tasty Imagestyle
Indulge in the dynamic boldness of Callebaut. The new image style captures the rich textures and vibrant colors of our chocolate, inviting you to savor every moment.
Guidelines
A
sensory Navigator
Redesigned the iconic Callebaut Sensory Wheels, aiming to create a tool that would not only be visually appealing but also serve as a valuable resource for chocolatiers worldwide. The new design provides a comprehensive and intuitive framework for understanding and communicating the sensory dimensions of chocolate.
Mastering the biggest chocolate brand
This project involved the comprehensive redesign and repositioning of Callebaut, the world's leading chocolate manufacturer. Key elements included a new 'Masters of Taste' brand positioning, a dynamic visual language, a re-engineered sensory experience with the Sensory Wheels, a refined packaging system, and the implementation of a variable typographic system for enhanced digital flexibility.
Packaging
Redesigned Callebaut's packaging to enhance brand identity and improve user experience. The new design leverages high-impact imagery to showcase the quality of the chocolate while providing chefs with clear and concise information, streamlining their workflow.
A fixed variable
Typography was a key focus in the Callebaut redesign. Transitioning from static fonts, we implemented TT Firs Neue Variable. Its modern aesthetic aligns with the new corporate design and imagery, while its variable weight capabilities optimize it for diverse digital applications.
Developed comprehensive corporate guidelines for Callebaut, ensuring consistent brand application across all touchpoints. These guidelines encompassed visual identity, typography, photography, and tone of voice, providing a clear framework for maintaining brand integrity.