The launch of Maredsous Fresh marked an important moment for Bel Fromagerie, as the iconic abbey brand entered the highly competitive fresh-cheese segment. This category is dominated by large players, with extremely limited packaging surfaces and high pressure to stand out in cluttered supermarket fridges. In this context, impact becomes everything.

DesignRepublic was asked to rethink the brand and packaging identity for this new range, ensuring it would deliver strong visibility, immediate appetite appeal, and clear differentiation — all while staying respectfully connected to Maredsous’ rich heritage.

Our approach started with a strategic refinement of the Maredsous logo. By straightening the wordmark, strengthening the abbey symbol, and creating a solid red brand block, we dramatically increased the brand’s presence on shelf. These adjustments may appear subtle, but they create a far greater visual impact, especially from a distance, where consumers make split-second decisions.

Because appetite appeal is crucial in the fresh-cheese category, we designed a simple yet powerful serving suggestion: creamy cheese on a fresh bagel. This visual cue instantly communicates taste, texture, and indulgence without overwhelming the small format. Every millimetre of the pack had to work harder, so we treated typography, colour, and structure with maximum efficiency to ensure clarity and desirability.

The result is a modern, confident and impactful packaging range that stands out in the refrigerator aisle, reinforces the iconic status of the Maredsous brand, and provides Bel Fromagerie with a strong foundation for this new product category.

Maredsous Fresh is a perfect example of how thoughtful brand evolution, strategic design, and precise visual decisions can generate remarkable shelf impact, even within strict constraints.

Designer : DesignRepublic

Location : Brussels, Belgium

Project : Maredsous Fresh design by DesignRepublic

Client : Bel Belgium