Callebaut’s chocolate room

The development of 'branducts' in name creations

You can now visit the exhibition of American conceptual artist Ed Ruscha at the famous Museum of Modern Art (MoMA) in New York. Besides several artworks, you will be able to see the Chocolate Room. That room is made entirely out of Callebaut chocolate, but how did they do this?

Callebaut in New York

Artist Ed Ruscha had been experimenting with printing on different, and also unusual, substances for some time. When he noticed a piping bag of chocolate in the supermarket that looked a lot like his paint tubes, he decided to use chocolate.

The chocolate was first melted and then poured onto a large silkscreen machine.  The chocolate was then transferred to a sheet of paper and after it was completely dry, it could be carefully hung on the wall.

We now know that the artist Ed Ruscha not only has a good taste in art, but also in chocolate! In fact, he chose Callets, the chocolate drops of the Belgian brand Callebaut.

Chocolate Room MoMa New York

From creative brainstorming to brand icons

Callebaut's history began more than a century ago, in the picturesque village of Wieze, in Belgium. This is where Octaaf Callebaut began his journey as a passionate chocolatier, determined to conquer the world with the art of chocolate making.

In the following decades, Callebaut grew into a renowned name in the chocolate world. The brand was known for its uncompromising quality and unrivalled taste. Top chefs and chocolatiers around the world chose Callebaut chocolate for their creations.

Remarkable Europe contributed to Callebaut's history thanks to their creation of some appetising product names, including Callets and Matinettes. During our brainstorming session, we decided to look for associative names that go along with the products' benefits. With associative names, consumers start associating the product with a particular feeling or need.

For instance, 'Matinettes' evokes the image of a nice morning feeling, referring to the product's moment of use. Meanwhile, these products have grown into generic names, allowing us to refer to Callets and Matinettes as branducts.


Branducts with name creations

A branduct is a term used to describe products that were originally launched as a brand, but have now become their own product category, because of the specific characteristics of the new brand. For example, Matinettes have become a synonym for delicious chocolate slices that fit perfectly on your sandwich. And Callets have become the unique chocolate drops that are a must-have in any pastry shop.

Remarkable Europe not only developed these 3 successful name creations, we also helped other brands during their search, think of Nalu, and BELVIVA. After buying Lutosa's production units, Nomad Foods (Igloo) started looking for a strong product name. And this is how BELVIVA was born, a name that refers to the origin and social aspect of Belgian fries. If you want to read more about the story of BELVIVA and creating strong product names, make sure to read our blog!

For questions on product names from creative to legal, contact Remarkable Europe as a trademark specialist.