FutureBrand for Neuhaus - FutureBrand


Taking inspiration from the founder's history


Created in 1857 in Brussels by Jean Neuhaus, (inventor of the praline, and ballotin chocolate box) and official supplier of the Belgian Royal court, Neuhaus is one of the most prestigious players in the chocolate segment with 100 boutiques and 1000 points of sale all over the world.


If Neuhaus has now become a recognized brand by chocolate lovers, it had been lacking an emotional connection with consumers and a clear positioning. As the brand grew, the need for those key elements was proving necessary. The challenge was to accompany the brand through this change with a new visual identity and retail experience re-connecting with its story and re-creating an emotional bond with its beloved consumers.


FutureBrand took inspiration from the founder's history, creating a modern and well thought out interpretation of the first ever Neuhaus boutique - a 1900's pharmacy in one of the beautiful galeries of Brussels. In addition, the Belgian 'art of interiors' and use of colors inspired the creation. We elevated the Neuhaus brand to a world of appealing beauty, reinventing its timeless icons and paying a wonderful and delicious tribute to the praline inventor which can now be experienced through our retail concept.


The new Neuhaus boutiques have opened in Berlin and New York in October 2015 and January 2016 with great success and will be rolled out at new locations in the upcoming years.