When tradition inspires design

Context
Part of La Lorraine Bakery Group, a 100% Belgian family company with over 85 years of expertise, Maison La Lorraine was created to bring premium pastry within everyone’s reach. As the market evolved and competition intensified, its visual identity no longer reflected the brand’s artisanal quality and values. The brand needed a timeless refresh to reaffirm its craftsmanship, modernity, and stand out on shelf.

Insight
Consumers crave authenticity – the feeling of something made by hand, with care – yet also seek convenience and consistency. Maison La Lorraine had to strike a delicate balance: to look as inviting as a neighborhood bakery while performing as a strong, recognizable retail brand.

Solution
lielens partnered with La Lorraine Bakery Group to translate that duality into design. The new visual identity feels warm, confident, and timeless, bridging the artisanal charm with the precision of modern branding. The rebranding included:

• A new logo, modernized yet respectful of heritage
• A distinctive brand line “La tradition nous inspire”, linking craft with creativity
• A complete packaging redesign, balancing simplicity, elegance, and appetite appeal
• A visual system extended across POS materials, stickers, bags, ensuring harmony at every touchpoint

Result
Maison La Lorraine now stands out with a renewed presence that feels both premium and familiar. The rebranding gives the brand the clarity, warmth, and timelessness it needed to reaffirm its place: authentic at heart, distinctive on shelf, and inspiring by design.