Rebrand & Packaging

Following the move away from his eponymous chocolate brand, renowned chocolatier Bernard Callebaut established Master Chocolat in 2014 – focusing on using all natural and mainly organic ingredients for his new product line.

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It soon became apparent that the original brand design was falling short. One of the main issues was confusion over the actual name of the brand with several messages being presented with no hierachy. "Master Chocolat", "Bernard & Sons" and "5 Generations" were all fighting for the same attention. This was addressed by creating an enclosure style logo that clearly positioned Master Chocolat as the hero yet retained 'Bernard & Sons' in a supporting, fixed position. Further information about the 5 generations of Callebaut chocolatiers was then consistently featured as part of the back-story on the reverse of product packs.

With a focus on all natural ingredients, the range is very close to being 100% organic – and this is very much Bernard's end goal. The word 'Pure' was added into the enclosure to become an integral part of the logo. In time, this will be replaced with 'Organic'.

The rebrand retained the the bright colour palette, whilst introducing a subtle diamond pattern to echo the distinctive shape of the individual chocolates.

With the logo now self contained, it became possible to easily play with the background designs to create seasonal specials that still retained brand integrity.​ Spin-off ranges of products for the tourist market were also intoduced featuring a range of Canadian wildlife.