What is Chez Claire
Chez Claire was a Belgian patisserie chain that gained popularity in 2018 due to its delicious éclairs and beautiful interior design. The chain had long lines of customers eager to try their unique flavors, including salted caramel, Oreo-filled, passion fruit, pear and cinnamon, and galaxy éclairs. However, after just one year, La Lorraine Bakery Group acquired Chez Claire and closed the original shops. Despite the closure, Chez Claire's éclairs are still available in smaller versions at Delhaize. These mini éclairs come in the signature flavors and are packaged beautifully, making them a special treat or gift option. Although the original shops are no longer open, Chez Claire's legacy lives on through their delicious éclairs, which can now be enjoyed all over Belgium.
The persona of Claire was extremely detailed, making it easy for us to build a brand as if it was hers: a former Parisian topmodel that has traveled the world, and makes the best non-conformist eclairs in the world.
How we built the brand
We created the Chez Claire brand centered around the persona of Claire. Every decision we made, from the packaging to the interior design, was aligned with this vision of a luxurious and feminine brand. We worked tirelessly to ensure that every aspect of the brand reflected this focus on attention to detail. Our hard work paid off, and the Chez Claire brand quickly gained attention from the press and influencers. The story of how the brand was created, with its focus on a persona and attention to detail, resonated with people and helped to build a loyal following. The persona of Claire was extremely detailed, making it possible for us to build a brand as if it was hers: a former Parisian topmodel that has traveled the world, and makes the best non-conformist eclairs in the world.
Chez Claire focuses on one product: éclairs, in 12 varieties, ranging from the classic Madagascar vanilla to mango passion fruit, cheesecake, and salted caramel. Our master pastry chefs make the éclairs according to the classic recipe, tweaked for 12 different versions. Both the pudding, ganache, and topping are unique to each different flavor. The first flagship store in Antwerp opened its doors in March 2018, followed quickly by a second shop in Ghent. In addition to éclairs, Chez Claire also sells its own house champagne "Cuvée Claire", pudding "Crème de Claire", confectionery, coffee, and freshly made hot chocolate.
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