With nearly 2,000 sales outlets in 50 countries, chocolatier Neuhaus has been crafting fine Belgian specialty chocolates for connoisseurs since 1857. In an expanding and competitive gourmet chocolate market, Neuhaus needed a distinctive brand position. The company asked Brandimage for an innovative brand design strategy for its retail network that would simultaneously reposition the brand in a contemporary context and elevate the brand to luxury stature.
To create the retail experience, Brandimage upgraded the in-store environment to evoke temptation and pleasure through the “Alley of Desire,” a spot-lit runway of temptations displayed like finely crafted jewelry. Our concept was based on a path that leads the gourmet consumer on a voyage of discovery, with colors and materials selected to suggest the warm sophistication of fine chocolate. The design, which has been launched in more than 15 countries, blends contemporary sensibilities with the company’s heritage of traditional quality, careful ingredient selection, and luxurious product development.