lielens
We help brands find their place in today’s segregated world, finding the right balance between short term conversion and long-term relevance. We believe in simple truths, honest collaboration and creative work that connects on a human level. As a fully independent, mid-sized agency, we sit in a rare space between the big networks and the small local design shops. There aren’t many like us: big enough to deliver, small enough to care. That balance makes us agile, inventive and genuinely close to our clients. Want to learn more about us? Check out our website here.
%20(1).avif)
2024 marked our 25th anniversary as a member of EPDA... a wonderful journey of inspiration, innovation, rich encounters, international contacts and interactions with our peers, ongoing support, adherence to high standards of ethics and practice in packaging design...
Cases
Delhaize
For nearly 20 years, Delhaize has trusted us to help shape its visual identity. When it needed a fresh private label brand and packaging architecture, the goal was clear: create a distinctive, recognizable identity that reflects Delhaize’s values of clarity, strength, and rejuvenation.
With consumers overwhelmed by choices, we developed the L.E.S.S. Method: Liberate the lion, Exciting, Sobriety, Sustainability. The result is a mainstream private label packaging that’s instantly recognizable, stands for quality and affordability, and delivers a clear, distinctive experience on shelf.
The outcome: a stronger, cleaner brand presence that makes shopping at Delhaize simpler, smarter, and more engaging.
Tarte à moi
Tarte à Moi already had everything to delight Belgian dessert lovers: generous, homemade-style pastries and a loyal presence on Delhaize shelves. But in a crowded category, the brand needed a stronger voice: one that would amplify its unique promise of bringing the joy of patisserie into every home.
The redesign we led set out to sharpen that identity. By placing “Moi” at the heart of the brand, the pleasure of personal indulgence became the hero. The iconic yellow slice was transformed into a powerful brand asset, woven through packaging, illustrations, and campaigns to create instant recognition.
A clearer colour segmentation made the range easier to shop. A 360° activation brought the world of Tarte à Moi to life through irresistible photography, playful in-store touchpoints, and digital content inviting everyone to make each treat their own.
The result? A refreshed brand that stands out boldly on shelf: warmer, clearer, and more joyful than ever. From first glance to the last bite, Tarte à Moi now tastes as good as it looks.