THE SWEET JOY
OF GIVING
OF GIVING
When chocolatier Marte Moerman came to us with the dream of launching her own brand, she knew exactly what she wanted: pralines with a twist. Not the predictable classics, but chocolates with funky looks and surprising flavours. We created her brand from the ground up, from naming to visual identity, packaging, webshop and activation.
With her international ambitions in mind, we developed Joyettes. Derived from “joyful chocolates”, the brand name is playful yet refined and easy to love across languages. Guided by the tagline “the sweet joy of giving” the storytelling emphasises the ritual of gift-giving: from choosing flavours and personalising a box to imagining the smile on someone’s face when they open it.
The visual identity was inspired by the pralines’ airbrushed finish, leading to a vibrant system of colourful swirls. This extends into packaging for every gifting theme — from Valentine’s and Easter to birthdays, holidays, or simply moments of comfort.
The webshop builds on that same joyful experience and positions Joyettes as the go-to destination for gifting chocolates. Customers select a box and see their gift take shape as they add pralines one by one, making it as fun to create as it is to give.