Over the years an integral part of the Jules Destrooper biscuit tin collection has been their delightfully charming Belgian heritage souvenir editions, adorned with traditional, hand painted landscape scenes. A staple must-have for any Jules’ fan, these tins have been gifted to loved ones for generations. Despite their universal popularity, especially to tourists visiting Belgium, the client decided it was time for an upgrade and to reintroduce a new interpretation of this offering under a renewed and modernized identity.

In true keeping with celebration of creative talent we decided to put the decoration of these tins in the hands of a well-known Belgian artist, who’s personal ode to the love of our land could span across this collection for all to see. Introducing Designer/Illustrator Jan Van Der Veken who’s specific architectural storytelling style was a perfect choice to help illustrate a visual love letter to Belgium. Stretching from the west coast to Bruges and the city of Ghent, his sprawling landscape journeys to Brussels, Dinant and south towards Spa and the Ardennes. Along the way we are treated to a typically Belgian celebration of the finer things in life with enjoyment of delicious biscuits from Jules Destrooper as an intrinsic part of our country’s heritage and culture.

The 'Best of Belgium' made beautiful.