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An identity of perfect taste

Representing businesses and commercial organisations in the Hotels, Restaurants and Cafés sector, The Brussels Horeca Federation is committed to improving and ensuring the future of Brussels gastronomy, while continually looking to enhance its sector reputation. In response to Federation Members identifying a need for a new initiative to help re-establish the global reputation of Brussels cuisine, 2022 marked the launch of the exclusive Horeca Academy.

In challenging times, quality and value becomes the ultimate consideration when Consumers have less to spend. With this in mind, The Horeca Academy is dedicated in helping re-establish Brussels cusine at the forefront of Consumers minds, both locally and globally. With unique ‘Master class’ programs designed around Michelin starred Chefs and Commercial leaders, contemporary culinary science and entrepreneurial expertise is accessible to Horeca Members, helping to inspire exemplary new standards in the Brussels gastronomy sector.


Commissioned directly by The Horeca Federation to roll-out this important initiative, beyoond provided a complete ‘à la carte’ response, with creative development and launch assets including; campaign positioning, visual identity & guidelines, and promotional literature. A dedicated website design provided a global shop-window, while providing quick and easy Academy reservation for Horeca Members. Central to the visual identity, beyoond developed the Horeca Academy logo to message a premium and exclusive ‘Club’ feel. Carefully designed to encourage Horeca professionals to embrace their individual talent and celebrate their contribution to the unique experience that Brussels fine-dining provides. Fresh off the menu, beyoond have helped firmly launch The Horeca Academy, communicating quality, elegance and excellence, through a premium identity and clear messaging. This highly important internal initiative is now perfectly positioned to ensure that the lights in Brussels’ restaurants, and all the culinary talent inside, will continue to shine.

  • Strategy

    Branding, Positionning

  • Design

    Art Direction, Visual Identity

  • Client

    Brussels Horeca Federation

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