■Tarte à Moi had the quality, but its identity didn’t yet carry the confidence and warmth of its pastries. We rebuilt the brand from the ground up, delivering a fully renewed identity anchored in a clear brand book and rolled out consistently across every visual touchpoint.

By putting “Moi” back at the centre, personal indulgence became a sharp brand statement rather than a nice-to-have. The iconic yellow slice evolved into a structural asset, organising packaging, illustrations and campaigns into one recognisable system.

Clear segmentation and a coherent 360° rollout now make Tarte à Moi easier to find, easier to choose and impossible to ignore on Delhaize shelves.