Belgian chocolate · Belgium · 2024
Lexo
Chocolate you can hear before you taste.
The brief
A Belgian chocolatier with a real supply chain and a generic identity. We built a brand with enough character to sit on a busy shelf and enough discipline to scale internationally.
The challenge
Lexo sold through independent stockists and two international distributors. The old identity used a script wordmark and a crest, a combination that read as nineteenth-century European rather than current, and it disappeared entirely on shelf at thumbnail size.
At a glance
- Client
- Lexo
- Sector
- Belgian chocolate
- Location
- Belgium
- Year
- 2024
The work
How we got there.
The SEEK framework, applied to Lexo.
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Search
We walked three supermarket aisles and photographed 200 competing wrappers. The pattern: ornate, brown, and almost entirely unreadable once past arm’s length.
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Essence
Positioning: Belgian chocolate made for the everyday, not the occasion. The category sells scarcity; Lexo should sell generosity. That reframing unlocked the entire design.
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Expression
A custom lowercase wordmark with a distinctive, slightly compressed rhythm — set alongside a modular monogram built from squares that can be stacked into bar-segment patterns for packaging.
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Keep
A packaging system that scales from a single bar to a gift box to a shipping carton without redrawing a thing, plus a wrapper pattern library for seasonal ranges.
“We are thrilled with the exceptional work delivered by you and your team for the Bluebird Group’s logo design and brand identity. Every detail was meticulously crafted, surpassing all our expectations.”
More work
Keep looking.
Let’s talk
Good brands aren’t found.
They’re made.
Book a free 30-minute call. If we’re the right fit, we’ll tell you. If we’re not, we’ll tell you that too.
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