This story of forbidden love and bravery goes back to the 9th century. The French king had strongly opposed to the relationship between his daughter Judith and Baldwin, the first Count of Flanders. The two star-crossed lovers fled France to live a life up North, but found an angry bear on their path in the forests of Bruges. Baldwin, known for his fearlessness and courage, killed the bear with his spear in a heroic throw. The animal would become an official bearer of the city’s coat of arms and adorns many a medieval façade in the lovely city of Bruges.

Quatre Mains was asked to translate this story into both branding & packaging for a new Belgian Chocolate concept; ‘The Bear of Bruges’. Additional to the packaging brief, we we’re also asked to design the actual ‘legend inspired’ pralines themselves.

Today the bear symbol is still present in the streets of Bruges. We translated this well-known symbol on pack as a strong eye-catching representation of the fearless Baldwin character. 

The bear's powerful & proud appearance acts as a unique selling-point and attraction for the often ‘international target consumer' on the look-out for an authentic Belgian quality gift. 

To translate concept into product, we designed 3 uniquely shaped pralines to match the packaging. The symbol of the bear, a medieval shield and a paw print represent the heroic story.

Now don your armour and try to conquer these fearsomely delicious chocolates!