The Apero market for home consumption has remained largely unchanged for decades. Supermarket shelves are dominated by familiar, convenience-driven snacks like chips, nuts, dippers, and oven-baked pastries. While easy to serve, these products rarely elevate the moment. A truly premium Apero experience, one that allows hosts to indulge their guests at home with the same confidence as in a restaurant, has been long awaited.
Amuuz Bouche entered this stagnant category with a clear ambition: to redefine Apero as a refined culinary ritual, not just a prelude to dinner.
Positioning
Brand story
GoToMarket plan
Logo design
Identity design
Photography
Packaging system
The strategy focused on turning a familiar Belgian format into something unexpectedly refined. Amuuz Bouche was positioned as a culinary experience rather than a simple snack. The product was treated with the same care as luxury ice pralines: boxed elegantly, presented as a selection, and designed to be shared.
To anchor the brand in the Belgian market, the assortment was inspired by classic Belgian dishes, reinterpreted through world flavors. This balance between heritage and exploration made the concept both recognizable and aspirational.
At its core, the brand exists to elevate everyday moments.
The visual identity embraces a retro-inspired aesthetic, referencing the golden age of Apero culture while translating it into a contemporary context. The look and feel are warm, confident, and expressive, signaling premium without becoming distant or elitist.
Photography plays a central role in bringing the brand to life. The direction focuses on authentic, candid moments within real social gatherings. Friends around a table, laughter mid-conversation, hands reaching for food. The atmosphere feels relaxed and welcoming, reinforcing the brand’s emphasis on togetherness and shared pleasure.
Natural, soft “golden hour” daylight highlights joyful expressions and enhances the rich colors of the food, drinks, and decorative elements associated with a lavish cocktail culture. The set design is casual yet elegant, with carefully curated tableware, floral accents, and glassware that subtly elevate the scene without overpowering it.
Together, this visual system creates relatable, aspirational Apero moments that feel both timeless and modern.
Within two years of launch, Amuuz Bouche successfully secured a strong position in the Belgian retail landscape. The brand is now available in more than 50 retail stores nationwide, proving that a challenger mindset combined with a clear premium strategy can unlock growth in even the most static categories.
Amuuz Bouche didn’t just enter the Apero market. It raised the bar for what Apero at home can be.
