Branding for chocolate brand Joyettes

When chocolatier Marte Moerman came to us with the dream of launching her own brand, she knew exactly what she wanted: pralines with a twist. Not the predictable classics, but chocolates with funky looks and surprising flavours. We created her brand from the ground up, from naming to visual identity, packaging, webshop and activation.

Chocolate as a ritual

With her international ambitions in mind, we developed Joyettes. Derived from “joyful chocolates”, the brand name is playful yet refined and easy to love across languages. 

Guided by the tagline “the sweet joy of giving” the storytelling emphasises the ritual of gift-giving: from choosing flavours and personalising a box to imagining the smile on someone’s face when they open it. 

Lively and colorful

The visual identity was inspired by the pralines’ airbrushed finish, leading to a vibrant system of colourful swirls. This extends into packaging for every gifting theme — from Valentine’s and Easter to birthdays, holidays, or simply moments of comfort. 

The online chocolate experience

The webshop builds on that same joyful experience and positions Joyettes as the go-to destination for gifting chocolates. Customers select a box and see their gift take shape as they add pralines one by one, making it as fun to create as it is to give.

Related work

Mellum

Creation of a consumer brand centred around Belgian confectionery, translated into a scalable retail concept.

Food, Consumer goods & retail, Hospitality, Product branding, Merklancering, Online marketing, Offline marketing

Chocolaterie De Schutter

Nostalgia shapes our rebranding of Chocolaterie De Schutter, a specialist in hollow chocolate goods for all seasons.

Food, Corporate branding, Offline marketing

Maison Poulet

A tasteful and authentic branding sets this authentic poultry shop up for the general public.

Food, Product branding, Marketing strategy, Online marketing, Offline marketing