Borthwick Food Group

Imported European Pastries



The Borthwick Food Group, required a brandname, brandmark and packaging for their new range of imported European pastries.


Brandname, Brandmark and Packaging.


To develop a distinctive, memorable and engaging brandname, brandmark and packaging that could work on a global scale. It can be quite a challenge to find a brandname  that ticks all the boxes and where the domain name is also available. The brandname Bekio was a word we dreamed up. Both the client and our team loved it for its brevity, upbeat European sound and adaptability. It was unanimously selected out of a short list of 5 names, from an original list of 80. We love a naming project and always explore as many themes and options as possible…

The brandmark  is designed to evoke memories of traditional biscuits and to have a strong on shelf presence in supermarkets and specialty stores. The glowing colour graduation in the brandmark and the warm white we chose for the typography highlights the brands inviting warmth.

The initial pack designed for the Bekio range was Authentic Liege Waffles. These waffles with sugar pearls are made in Belgium to a traditional recipe. Strong branding and a yellow striped pattern convey the warmth of the brand and will continue across the entire range of pastries. Distinctive typography highlights the key messages on the pack and photography provides inspirational serving suggestion.