Developing a Generous Brand
Charles Liégeois Roasting is a family business founded in 1955 by Charles Liégeois, now run by his sons and grandson. Over the generations, the company has developed expertise recognized by both the general public and connoisseurs.
Challenge
Café Liégeois faced several challenges, including confusion with the city of Liège and the beverage of the same name. The brand also struggled to penetrate the Flemish market due to these confusions. The task was to transform the brand to better reflect its heritage and values while addressing these issues.
Strategic approach
Analyzing the historical context and current perceptions of the brand. The strategy was to capitalize on the Liégeois family name and personalize the brand to resolve existing confusions while focusing on the company’s three essential pillars: taste, sustainability, and fairness towards producers.
Creative solution
Naming: “Café Liégeois” became “Charles Liégeois”, a direct homage to the founder. This resolved confusions and created a stronger, more personal brand identity. The brand’s values were communicated through storytelling, highlighting the three pillars of generosity: generous in taste, generous for the planet, and generous to producers.
Design: The visual identity reflects the brand’s generosity. The logo was created to convey the brand’s commitment to quality, sustainability, and fairness. Design elements include warm, welcoming colors and a modern, generous typography that evokes the brand’s heritage and commitments.
