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Pegi

The real Belgian waffles

Founded in the early 50s in Belgium, PEGI is a family-run business producing over 60,000,000 waffles a year! With a wealth of experience behind them, they are keen to promote their know-how, passion and authenticity. 

In early 2022, the PEGI company contacted La Superboite agency, where I was working as a graphic designer at the time. As their business grows, they'd like to redefine their positioning strategy and brand image to gain a foothold on supermarket shelves. They were looking to modernize their branding, while at the same time distinguishing themselves sufficiently from their competitors.

Year
2022

Mission
Rebranding

Packaging

Context
La Superboite

Agency

Tools
Photoshop

Illustrator

InDesign

Brief and challenge

GOALS

Modernize brand image, bring the brand into supermarkets and differentiate from competitors.

CHALLENGE

Agency strategists establish a new positioning for the company and decide to focus on authenticity and humour.
and humor. While two of my colleagues are working on ideas that follow the new positioning, I'm asked to develop an alternative: colorful, modern branding that's more contemporary.

Creative process

01. LOGOTYPE

After much research, I settled on a round typeface, "Pauline", which I modified to add the touch of mischief the customer was looking for. Around the name, I add the words Pegi wanted in a circle: "la vraie gaufre belge/De echte belgische waffle". This arrangement, reminiscent of wax seals, adds a touch of elegance to the logo.

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02. COLORS AND TYPOGRAPHY

I define a set of warm colors that evoke the food industry. I then opt for the "Obviously" character family, modern and thick.

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03. GRAPHIC SYSTEM

To define a pattern, I take my inspiration from the composition of an artisanal waffle. It's often a mixture of sugar, flour, milk, salt, butter and eggs. So I came up with the idea of using abstract, colorful stains to represent the ingredients being mixed together.

Graphics and packaging

WAFFLE
CHOCOLATE PERFUME
WAFFLE
VANILLA PERFUME
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Result

With this lead, La Superboite was able to propose three different visual identity ideas to Pegi. Thanks to this diversity, we were able to fully understand the company's requirements and bring their project to life.

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