A Bold New Slice of Indulgence

Context

Tarte à Moi, a Belgian patisserie brand that makes indulgent, homemade-style pastries sold exclusively at Delhaize, wanted to strengthen its presence on the shelves and stand out even more in a competitive market. The brand wanted a refresh- to reinforce its unique promise of bringing the joy of patisserie into every home.

Insight

Consumers crave both authenticity and clarity. While Tarte à Moi was known for its quality, its branding lacked the boldness to match. The design needed to cut through the clutter, making it easier for shoppers to find their favourites while keeping the warmth and joy that define the brand.

Solution

.becoming reimagined Tarte à Moi with:

• A sharper, more playful identity: Refocusing on “Moi” to highlight the personal joy of indulgence.
• Bold brand assets: The signature yellow slice became an unmistakable brand marker—woven into packaging, illustrations, and campaign elements to create a seamless and ownable identity.
• Clear segmentation: Improved color coding and streamlined packaging made navigating the range effortless.
• A 360° campaign: Eye-catching in-store activations, mouthwatering photography, and engaging digital content bringing the brand to life.
• Co-creation: Interactive content and seasonal promotions invited consumers to make each Tarte à Moi moment their own.

Now, from first glance to last bite, Tarte à Moi is as bold, joyful, and irresistible as its pastries.