Galler
Since 1976, Chocolaterie Galler has been known for its iconic chocolate bars. Proudly rooted in Liège, the brand has always cultivated a free-spirited and committed approach to chocolate. At the dawn of 2020, Galler wanted to articulate its purpose more clearly and bring meaning to what it does best: taste. This profound evolution was driven by a desire to combine pleasure, optimism and responsibility.
Challenge
The challenge was to evolve Galler’s positioning without denying its heritage. The aim was to express a more committed and optimistic vision through an identity capable of conveying meaning, strong values and clear ambition, while reinforcing its distinctiveness in a chocolate market often polarised between industry and craft.
Solution
Galler’s new identity is based on the conviction that a better world can begin with a chocolate bar. This vision places pleasure at its heart while putting people first at every stage, from growers to consumers. The evolution gives rise to an independent, accessible and joyful brand that also draws strength from its distinctive Liège roots.
Independent chocolate producer since 1976
Neither an impersonal group nor a personality-led chocolate maker, Galler fully embraces its status as an independent chocolate company, powered by passionate artisans and teams. Far removed from fleeting trends, the brand follows its own path and claims a creative freedom nourished by its independence.
Happiness in balance
The identity of Galler rests on a set of contrasts. Popular and premium, crunchy and melting, gourmet and responsible. The brand refuses to choose and assumes this wealth. Its bars accompany both everyday life and great occasions, proving that it can be both accessible and demanding.
Orange as signature
The new visual identity has made it possible to enhance the existing strengths of the brand. The iconic Galler orange has been preserved and modernised to become a true visual landmark. The broken G symbolises explosive and communicative joy, while the black leaves room for white for more openness, freshness and modernity.
Valérie Stefenatto, Marketing Director at Galler
"It was clear that having Minale Design Strategy on board was the right choice for us from the word go. They understood the challenges we face, as well as our new business plan, while respecting our history. Together, we have managed to breathe new life into our brand strategy and positioning, while fulfilling our ambition to find meaning in flavour. "
