Cases

Bringing artisanal craft to the global stage

Header image
Belgian Waffles, also known as Biscuiterie Thijs, produces over one billion waffles each year across 29 production lines. Their products reach 50+ destinations worldwide, making them the leading developer of private labels in their industry. With a history dating back to 1974, this family business has grown into a global player while maintaining the artisanal traditions and quality standards that defined them from the start.
Business challenge

Invisible online, yet present worldwide

Belgian Waffles faced a paradox. They were producing at massive scale, serving major retail chains and distributors across Europe and beyond, yet their digital presence was just a static page with their address.

For international B2B partners searching for reliable private label manufacturers, this created doubt. No product showcase, no production insights, no sense of the family values that made them different. In an industry where trust drives partnerships worth millions, this digital void was costing opportunities.

Decorative asset

The challenge wasn't just looking professional. They needed to communicate contradictory truths: industrial scale with artisanal quality, a billion waffles annually with hand-selected ingredients, global reach with Belgian family roots. They needed a digital business card that established credibility before crucial offline conversations.

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Strategic foundation

Translating tradition to digital

Belgian Waffles had a new brand identity developed, but it only existed offline. We needed to translate it into a digital experience that would resonate with B2B audiences.

We kicked off with moodboard sessions, exploring visual directions together. Through collaborative workshops, we identified what mattered most: showing both their products and the people behind them.

This human element became central to our content strategy. We organized a photoshoot capturing the team at work alongside production processes. We commissioned a production line video, giving visitors an authentic glimpse into how tradition meets modern manufacturing.

Regular review sessions ensured every element reflected their reality. The family touch wasn't manufactured, it was already there. We just made it visible.

Solution

Scale meets soul

The website balances industrial efficiency with artisanal tradition, global reach with family values, modern technology with heritage recipes and was built as a multilingual website in English, Dutch, and French. Every page exists in all three languages, ensuring no market gets excluded.

The navigation guides different visitors to what they need. Retail buyers explore products. Private label partners understand capabilities. Researchers verify certifications. All paths lead to clear contact opportunities.

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The impact

Online presence that matches offline excellence

When potential partners search for Belgian Waffles now, they find the complete picture. The production scale. The artisanal approach. The people behind it all.

There's cohesion between online and offline presence. The brand identity works seamlessly across both worlds. The family touch, quality commitment, and balance between scale and soul translate clearly.

That static one-pager era is history. Their digital business card now matches their offline excellence, ready to establish credibility with B2B partners globally.

Decorative asset

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