For generations, baking has been in the blood of the famous Belgian Bloch family from Ghent. Even their name smells like fresh-baked bread and buns. Jacques Bloch’s grandfather first opened the Bloch family bakery/tearoom in Ghent back in 1899 where it was well renowned and loved for many generations. After a brief closing in 2008 the Bloch brand is back baking and creating again.

To help support this welcomed relaunch of a much loved Belgian creative culinary institution and their inspiringly expanded range of baked goods, we decided to evoke the timeless nostalgic emotions of yesteryear with a charming reflection on vintage patterns and classic typography. From cheese rolls to butter cakes, quiches to pizza tarts, our packaging identity needed not only to breathe life into the Bloch brand but also function effectively with in a retail world.

The Bloch family is once again charming and warming our hearts and may this truly authentic family story continue for generations to come.