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Concept Chocolate Magazine
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De Watergroep 2
De Watergroep changed its name and
logo in 2013.
Mexx by Candy Dulfer 4An intensive collaboration between the
renowned Dutch saxophonist Candy
Dulfer and fashion label Mexx
Danone Academy 6Danone Academy asked Concept Choc-
olate to design chocolates for people
attending its training centre in Paris.
Pro-pay 8Workshop and team-building at
Concept Chocolate.
Concept Chocolate has developed a technique for quickly and efficiently creating new chocolate moulds.
Countless national and international
companies turn to us when they want
to give original personalised gifts to
customers or employees. They use our
products as communications tools for
announcing new products, anniversa-
ries or new company names.
This Magazine by Concept Chocolate
provides a few examples of recent as-
signments, which are accompanied by
several customer testimonies.
To commemorate the launch of
‘Mexx by Candy Dulfer’, Concept
Chocolate was instructed by Mexx to
design a special luxury box featuring
a personalised block of chocolate
(see page 4)
creating tailor-made chocolateA technique developed by Concept Chocolate
co n cept ch o co late. wh o ar e we ? Dear reader,
We would like to use the first issue of ConceptMagazine to introduce you to our chocolat-
erie and our activities. In 2012, Concept Chocolate took over all activities and employees of
renowned chocolate-maker Chocolaterie Duval. Since then, our chocolaterie has been an
important player in personalised chocolate, the organisation of interactive studio
visits and the production of high quality chocolate. This issue highlights a number of recent
realisations and events. Our studio and production equipment was recently thoroughly
renewed and modified. We thus comply with the strictest norms when it comes to hygiene,
food safety and quality control. We hope you enjoy the read.
Gregory Bleyfuesz, general director
Maxime Pliester, commercial director
Concept MagazineCHOCOLATE : A SURPRISING FORM OF COMMUNICATION
Co ntents
Biannual Magazine of Concept Chocolate bvba/sprl May 2014 / Number 1
2
Did you receive positive reactions to this communication tool?
“We only received positive reactions: no better way to
launch the new name and raise awareness about the new
logo. We received the most positive reactions from our
Dutch clients: they see Belgium as the country of choco-
late, beer and other tasty treats. They were even more de-
lighted with the chocolate surprise than our Belgian clients!”
Mr. Luc Keustermans
Technical director of De Watergroep and member of the
Director’s committee
To mark the occasion, Concept Chocolate was asked to design special personalised chocolates and attractive packaging.
The history of Flemish water supply
dates back to the 17th and 18th century,
when typhus and cholera claimed thou-
sands of lives in the region. The decree
of 14 December 1789, and the acts of 16
and 24 August 1790, obligated munici-
palities to take measures for reducing
the spread of epidemics and cattle-re-
lated diseases. The government thus im-
mediately made municipalities respon-
sible for the supply of public drinking
water. In 1836, the Belgian government
incorporated this responsibility into the
Municipalities Act.
However, in practice, the Act was only
symbolic because a lack of financial re-
sources and technical know-how pre-
vented most municipalities from fulfill-
ing this role.
De Watergroep is the largest water company in Flanders and supplies drinking water to 2.8 million customers in 171 Flemish municipalities in West and Oost Vlaanderen, Vlaams Brabant and Limburg.
De Watergroep also helps to expand
the municipal sewer network and
works as an integral water company
when creating tailor-made projects for
companies. In 2013, the name of the
former Flemish Water Board
was changed to De Watergroep.
To commemorate the launch of the new
name and logo, De Watergroep turned
to the specific knowledge and long-
standing experience of Concept Choco-
late.
Personalised chocolate De Watergroep a new name, a new mission
3
Custom-made chocolateConcept Chocolate will quickly and
efficiently create the chocolate you
require, using your house-style, logo
and letter type, and our unique self-
developed technique. This is the
ideal way to inform your personnel
or customers about your logo, com-
pany name, message, anniversary, etc.
Top quality chocolateConcept Chocolate always works
with top quality Belgian chocolate
featuring 100% cocoa butter and
no preservatives or colourings. This
principle is never compromised by
using sub-standard raw materials.
Special packaging
Concept Chocolate does not only de-
velop chocolate moulds, but also offers
solutions for presenting chocolates in
attractive and appropriate packaging.
The government then decided to
intervene. In 1913, the National Water
Company (NMDW) was founded by
law, and was given authority to inter-
vene whenever municipalities failed
to fulfil their task.
During state reforms in 1980, the au-
thority for drinking water supply was
transferred to the regions.
The tasks of the NMDW were then as-
sumed by new water companies: So-
ciété Wallonne des Distributions d’Eau
(SWDE) for the Walloon region and the
Flemish Water Board (VMW) for the
Flemish region.
In the previous century, the VMW
transformed from a classic water
company into an integral water com-
pany with services in the entire wa-
ter chain. Besides drinking water, the
Boar¬d has placed increasing focus on
waste water and industrial water in re-
cent years.
The name ‘Flemish Water Board’ thus
no longer covers all performed activi-
ties. That is why the company changed
its name to De Watergroup in 2013,
and also adopted a new mission: We
offer tailor-made water solutions. To-
day, and for future generations.
To mark the occasion, Concept Choco-
late was asked to design special per-
sonalised chocolates and attractive
packaging.
interview with Mr Luc Keuster-mans
We asked Mr Luc Keustermans, technical director at De Water-groep and member of the Di-rector’s committee, for his opin-ion about the collaboration with Concept Chocolate.
How did you come into contact with
Concept Chocolate?
Due to our 100-year anniversary,
where the name of our company was
also changed, we were looking for an
eye-catcher that would appeal to em-
ployees as well as external clients.
And I was introduced to Concept
Chocolate via my personal network.
Our company premises are regularly
used for exhibitions and, on one such
occasion, I stumbled across a choco-
late-making studio.
That’s when the idea for this tasty and
affordable gift was born!
I passed the idea on to Mrs Kathleen
De Schepper, head of communication
at De Watergroep. And she loved the
idea from the outset!!
For whom were the chocolates in-
tended?
Personalised Chocolate
All 1465 employees were given
a box of chocolates in January
2013 and, in the months that fol-
lowed, all external clients who
we encountered - on and off site
- were given this surprising gift.
Personalised chocolate
MEXX BY CANDY DULFER
In 2012, an intensive colla-boration was established between the renowned Dutch saxophonist Candy Dulfer and fashion label Mexx.Candy used her funky per-formances to open new Mexx outlets at home and abroad, while also pro-ducing a number of mu-sic events for the Dutch fashion label.
4
Not only does Candy Dulfer use her natural tal-ent to enthuse her audience, she is also a fantas-tic ambassador for the Netherlands. Candy has released around a dozen albums and has had several hits in the charts. Her first album, Saxual-ity, sold more than a million copies worldwide.
and she has performed with artists like Van Morrison and
Prince on several occasions. This inspirational collaboration
with Mexx not only highlighted her love for music, but it
also showcased her passion for fashion. It involved her work-
ing with Mexx to design her own collection under the name
‘Mexx by Candy Dulfer’, based on her own lifestyle.
Candy’s personal style is reflected in the collection. The key
ingredients in her collection are leopard prints, rock-n-roll, a
touch of luxury and a sprinkling of glitter.
To promote the collection, two Candy Dulfer concerts were
held in Berlin in 2013, along with the ‘Mexx presents Candy
Dulfer & band’ event in the Vondelpark open-air theatre in
Amsterdam.
Saxuality
The international company Mexx was founded in Amsterdam
in 1986, when Rattan Chadha combined two brands - Mous-
tache, his brand for men (M) and Emanuelle, his brand for
women (E) - to form one new brand. He then sealed the union
with two kisses (xx): Mexx.
Since then, Mexx has been designing high quality fashion
and accessori¬es for men, women and children, inspired by
the energy and vigour of city living.
Moustache and Emanuelle
5
Within a few years, Mexx developed into one of the most successful international fashion
brands. The fashion range includes Mexx Women, Men, Kids and Accessories, while Mexx
also lends its name to fragrances, eye wear (sunglasses and regular glasses) and home wares.
Today, Mexx is still based in Amsterdam and employs 4,200 people worldwide.
Mexx produces fashion that is a little bit different.
It is inspired by life in the big cities,
and takes its look from the energy, style and trends one sees in the streets.
Mexx refers to this new look as Metropolitan Casual,
and it is synonymous with style and quality. Not too cheap and not too expensive. Always self-
conscious and nonchalant. In short: Mexx creates fashion for men, women and children who
know exactly what they’re looking for: something special.
Mexx has been a worldwide trendsetter since 1986. Its collections and accessories are
sold in leading stores, fashion chains, designer shops, almost 300 franchise stores and
over 100 branded outlets. All products - from suits to baby clothing - are also available via
www.mexx.com. Any time, anywhere.
not too cheap and not too expensive. always self-conscious and nonchalant
To commemorate the launch of ‚Mexx by Candy Dulfer‘, Concept Chocolate was inst-ructed by Mexx to design a special luxury box featuring a personalised block of chocolate.
6
concept chocolate created special chocolates for the danone training centre in paris. three reasons why?
1. Use know-howConcept Chocolate uses its long-stand-
ing experience when helping customers
to generate ideas. Participants at Da-
none’s training centre in Paris were thus
pleasantly surprised by the specially de-
signed chocolates and attractive pack-
aging.
2. Offer quality Concept Chocolate does not make con-
cessions in its principle of using top
quality Belgian chocolate for its choco-
late creations. Danone thus felt it was
important for the quality of chocolate
to perfectly meet the quality norms
established for its own products.
3. Satisfied customers The objectives of Concept Chocolate
focus on creating satisfied customers. It
is thus no coincidence that our custom-
ers loyally continue to buy our products
over many years.
Danone is a French multinational with
turnover of €20 billion and 100,000 em-
ployees, and is active in 140 countries.
Thanks to cooperation between various
companies under the Danone name, the
multinational is now a worldwide leader
in the field of fresh dairy products, baby
food, water and clinical foods.
Good nutrition is a key aspect in Da-
none’s products.
Good nutrition and a balanced lifestyle
are generally seen as the building blocks
for creating and retaining a healthy
body.
That’s why Danone’s mission is to “Use
healthy food to improve people’s health”.
Each year, Danone allocates a budget
€275 million to Research & Develop-
ment and employs over 1500 special-
ised scientists. The research it performs
concentrates on the quality of food
products, and the retention and sustain-
ability of natural foods. Furthermore, a
Danone Institute has been established
in 18 countries, where independent sci-
entists, doctors and important people
for the food sector are brought together.
The main objective of these institutes is
to improve human health.
Danone sets aside a sizeable budget for internal training. Each year, over 50,000 members of staff follow specific training in various coun-tries, which helps them to prepare for managerial positions.
Personalised chocolate
DANONE Academy
This includes the chocolates we supplied to the Nissan Academy during its training days.
7
treat your participants to a box of chocolatesConcept Chocolate has been able to offer attractive gifts at many training centres
A good moodEveryone will have experienced it first-
hand.
Eating a piece of chocolate, particularly
black or pure chocolate, often works
wonders and has an invigorating effect,
like the when one drinks coffee. Various
scientific studies have already identified
the positive effect chocolate is said to
have on people’s mood. So a piece of
chocolate could be the ideal way to start
a training course!
Positive effect on memoryChocolate is said to be rich in antioxi-
dants, which means it reduces the risk of
cardiovascular disease, in the same way
as eating fruit and vegetables. Choco-
late also contains flavonoids that are
also found in red win and tea. Studies
show that the presence of flavonoids
has a positive effect on our memory and
reduces the risk of Alzheimer’s.
And this positive impact on our memo-
ry could be very useful at the start of a
training course!
Yet another benefit !Finally, even the Aztecs knew that, due
to the presence of phenylethylamine,
chocolate has a positive effect on our
desires and libido!
Whether this positive effect is useful at
the start of a training course, is some-
thing you can decide for yourselves...
Training and chocolate
8
Pro-Pay specialised social secretariat
Pro-Pay is not your usual social secretar-
iat. At Pro-Pay, each customer has a sin-
gle point of contact. One per¬son who
guides customers through the maze of
social legislation and offers them useful
advice.
The person who provides the advice
is also responsible for the customer’s
wage administration.
Pro-Pay specialises in Payroll advice for
multinational comp¬anies with interna-
tional personnel in Belgium.
At the end of 2013, the personnel of
Pro-Pay visited the premises of Concept
Chocolate for a lively workshop around
the theme of chocolate.
Workshops & Teambuilding
Pro-Pay nv
We asked Mr Geert Van Hoye, general director at Pro-Pay, for his reaction
Each year, we arrange an “Away-day” for
all Pro-Pay employees.
This year, Concept Chocolate caught
our eye because they offered an attrac-
tive interactive formula for doing some-
thing practical with chocolate. Pro- Pay
employees were thus very enthusiastic
about participating in a workshop that
allowed them to create something. The
formula was ideal for our employees,
and allowed them to function as a team
in a relaxed and enjoyable setting away
from the office.
Concept Chocolate is proud of its experience and know-how in creat-ing personalised chocolates, and is thus pleased to open its doors by offering workshops to companies that want to learn more about the craftsmanship of Concept Chocolate.
Concept Chocolate only produces chocolate products in an artisanal manner, with
natural ingredients, without additives, based on 100 % cocoa butter and with re-
spect for the age-old traditions Belgian chocolate-making.
Active visits to our studio will allow you to participate in the most important step¬s
in the chocolate-making process. This will involve melting the choco¬late, prepar-
ing the filling, filling the chocolate moulds, cooling the chocolates, removing the
chocolates from the moulds and then packaging the chocolates. And we should not
forget the most important thing: tasting the finished product!
Before the visit, many companies have a chocolate mould made featuring their per-
sonal logos, whereby workshop participants can then give a personal twist to the
logos in question.
Naturally, the best design will receive a special prize!
visit and active participation in the concept chocolate atelier
Co ntact
Concept Chocolate bvba/sprlDistelsstraat (Rue des Chardons) 191030 BrusselTel : +32 (0)2 242 94 66 eMail : info@conceptchocolate.eu
Web : www.conceptchocolate.eu
ManagementGregory Bleyfuesz : gregory@conceptchocolate.eu
Maxime Pliester : maxime@conceptchocolate.eu
UitgeverConcept Chocolate bvba/sprl, Gregory Bleyfuesz, general director
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