Multivlaai

Multivlaai, a beloved brand with a rich history in pies, faced a major challenge. The brand experience, products, and shopping experience no longer resonated with the current zeitgeist, necessitating renewal. Multivlaai commissioned Now New Next to create a fresh, contemporary brand identity that would both appeal to existing customers and attract a new audience. A crucial aspect of this transformation was making the formula Gen Next-proof, focused on the needs of the future generation. We also transitioned from the Everyman archetype to the Creator, emphasizing creativity and innovation in the product offering and shopping experience. This renewal had to be implemented throughout the entire formula.

DESIGN
Brand name Competitor analysis Consumer research Positioning Brand identity Logo and sub-logo design 2D packaging design DTP for packaging Digital mock-ups Store layout Range development Brand manifesto

DELIVER
A completely revamped brand experience positions Multivlaai as a modern and versatile formula. The new corporate identity is fresh, sweet, modern, and playful. The logo now includes an & sign, emphasizing that there's more to discover than just pie. The colorful cake boxes contribute to a cheerful and inviting atmosphere. The store design, with its Scandinavian look and feel, seamlessly aligns with the new brand identity. The serene atmosphere, with natural colors and materials, makes all of Multivlaai's delicious pastries stand out.

EXECUTED BY: Team Now New Next
IN CO-OPERATION WITH: Bart Fischer, Joost La Housse, CX Unraveld & Emondt Shop Interior