MELT INTO THE MOMENT

When Confiserie Larmuseau, a renowned Belgian confectionery manufacturer, decided to step into the B2C market, they weren't looking to open just another ice cream parlour.

Their ambition was far greater: to launch a contemporary lifestyle brand built around artisan gelato, Belgian confectionery and meaningful moments. A place people would visit not only for what they taste, but for how it makes them feel.

It was exactly the kind of brief the MOQO team loves to sink its teeth into: creating a distinctive consumer brand that could stand out in an increasingly crowded market, while celebrating Larmuseau's century-old heritage and premium craftsmanship.

From confectionery to connection

Together with the client, we organised an in-depth brand workshop to uncover what truly made this new concept unique. While artisan gelato would naturally become an important part of the offering, it became clear that the story reached far beyond ice cream.

The common thread? Products that melt. From gelato and original Ghent snowballs to cuberdons and Babeluttes, Mellum unites a collection of delicacies that share a soft, melting character. More importantly, they all have the power to create moments of joy and connection. That insight became the emotional foundation of the entire brand.

A WORLD OF YUM

Swooz. Druup. Melmo. We explored many naming directions. But in the end, only one idea stuck: Mellum. Inspired by the word ‘melt’ and the idea of creating your own world of yum, the name evokes softness, indulgence and curiosity. It gives the brand its own distinctive universe without limiting it to a single product category.

Mellum is brought to life by the tagline “melt into the moment”. While referring to the melting textures of the products, it equally invites people to slow down, savour the present and enjoy the company around them.

Designed to melt hearts

The visual identity was developed around the same philosophy. The custom wordmark features letterforms that appear to melt, giving the brand an instantly recognisable character. A soft colour palette, premium typography and imagery centred around people sharing meaningful moments create a brand that feels welcoming, authentic and full of life.

Launching a brand worth sharing

To introduce Mellum to the public, we developed a complete launch campaign. This included a brand photoshoot, dedicated videography for social media and Google Ads, influencer collaborations, PR and an opening event featuring a live DJ, all designed to generate buzz around the new brand.

Sweetly served across all touchpoints

We applied the brand identity across all gelato and confectionery packaging, and extended it into every aspect of the retail experience. Takeaway gelato cups, shopping bags, uniforms and café menus all became part of one cohesive brand world.

Inside the Mellum Shop and Café, storytelling takes centre stage. Product cards, conversation starters, compliment cards, posters and signage encourage visitors to linger a little longer, connect with one another and discover the stories behind Mellum's delicacies.