Maison Macolat

Strategie / Branding / Producten / Touchpoints / Activatie

Maison Macolat brengt de Zuid-Afrikaanse Macadamianoot en de fijnste Belgische chocolade samen. Wij hielpen hen om op te vallen in een overvolle markt met een heerlijke strategie en branding.

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Growth Loop

The opportunity

In the winter of 2016, Equals Three met Julian Bunge, a dynamic and visionary entrepreneur who came to Antwerp on a mission to marry the quality Macadamia nut from his South African family farm with the best of Belgian chocolate. With a scarce, premium product, Julian was ready to create value on a bigger scale, combining his family business in Macadamia nut farming with his interest for innovation, design and start-ups.

The approach

With Julian’s business plan, taking his objectives and the market into account, Equals Three did a 360° branding exercise, defining the DNA, look and feel and the name of his new brand. Combining the words Macadamia and chocolate, we named the new product a Macolat. And because of Julian’s heritage and his family farm, the idea came up to work with the image of a house. Thus, the brand Maison Macolat was born.

The result

Today, Maison Macolat is building the bridge between online and offline touchpoints, creating an omnichannel story that feels natural, because of building blocks that evoke creativity, yet stay close to the brand and constantly trigger the consumer. We imagine Maison Macolat tying consumers to its brand in the long run, creating Macolat clients for life.

A clear packaging strategy

With its five innovative flavors, Maison Macolat is the perfect indulgence for all chocolate lovers. The packaging had to look tasty and iconic. We developed a packaging strategy, designed to showcase the iconic round shape of the Macolat and ensure product visibility. Five innovative flavors, in five contemporary colors.

If you want to discover, you have to explore

Pushing the limits of discovery, Maison Macolat offers a totally new experience in fine food. We were challenged to create a 360° approach which we translated into engaging online and offline content, from drink pairings to in-store tastings. The icing on the (chocolate) cake? The striking displays we created for their tradeshow booth, that played music composed specifically for each flavor.

Seasonals at the Maison

We boosted Maison Macolat’s seasonal sales by creating luxury packaging designs for Christmas, Valentine’s Day, Mother’s Day and Easter. Each packaging tells the story of the Maison, the Macolatiers and the king of nuts: the Macadamia, tailored to the specific occassion.

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