Vandemoortele asked us to develop a clear and recognizable brand and label architecture that could perform strongly in both retail and professional market channels. The goal was to unify all brand expressions and create a consistent visual identity, without losing sight of the specific needs of each channel.

In retail, the brand must communicate clearly and attractively to consumers. In professional channels, the same visual foundation must remain credible and relevant for chefs and food professionals. This requires one strong brand identity, with a different focus for each channel: consumer-driven in retail and professionally driven in foodservice.

The challenge lies in finding the right balance. Professional chefs need to recognize themselves in Vandemoortele’s products without feeling like they are working with a consumer brand. This challenge became the starting point for our label redesign: a strategic and visual rework that strengthens brand consistency while remaining relevant for each channel.