DAY turned the number one manufacturer of chocolate cookies in Belgium and France into a retail brand. Delacre is a Belgian manufacturer of chocolate cookies. The company dates back to 1870, when it was established by Charles Delacre. The brand is a household name in Belgium: in each home you find the archetypical tins. The company now is part of the United Biscuits Group.

Delacre requested DAY to develop a vision, a concept and design for brand stores.

In order to allow consumers to indulge in the world of Delacre the decision was made to combine a bakery with a shop, and sell fresh products. The location for the pilots store was crucial: a building was found in the old heart of Brussels which met with all criteria.

Gesina Roters says: “The design is elegant, timeless, yet resolutely modern. We wanted to create a store that looks like it has always been there, timeless but with a modern twist”.

The combination of bakery and shop made a successful start. And the smell of fresh cookies is a powerful marketing tool...