Mar 28, 2022

Chocolaterie Guylian presents new brand identity and design with sustainability focus

The brand refresh comes with recyclable packaging and a "100% CO2-neutral" production site.
Elisabeth Skoda

Chocolateries Guylian has carried out a thorough modernisation. The chocolate with hazelnut praliné, sold across four continents and in 120 countries, now comes in new packaging and with an "upgraded" recipe.  

The Guylian brand was in need of a metamorphosis. "By changing our design and brand, we also want to introduce a broader target group to the unrivalled taste of our premium Belgian chocolate," says Tom Snick, CEO of Guylian. "The packaging will have a more contemporary and fresh design, while retaining the luxurious look."  

From relaunch, Guylian will offer a selected limited curated range, which will be available all year round. The focus is on the seashells and seahorses, as well as on the 'Temptations' (individually wrapped seahorses) and our range of 100g premium bars. In addition, Guylian will be launching themed packaging around the key gifting occasions of Valentine’s Day, Mother’s Day, Easter and Christmas. Finally, the packaging for the duty-free channel will also get a makeover. The new packaging will be available in store from April.

Guylian also put sustainability high on the agenda. "We want to set the tone for all chocolate brands with these developments,” says Tom Snick. "Guylian consciously chooses a pioneering role by going completely for sustainability in terms of raw materials, packaging, CO2 emissions and Fairtrade."

All new packaging has been designed to be fully recyclable. Guylian is also looking into ways of further reducing its use of paper and plastic. Guylian also commits to working 100 per cent with Fairtrade cocoa. It offers its suppliers a guarantee of a fixed cocoa price. Since the start of this year, the production site in Sint-Niklaas is "fully climate neutral", which means that CO2 emissions have been reduced to the lowest possible level and all other emissions are compensated. Finally, palm oil and soya are no longer used in the production process in order to prevent deforestation.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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