Storytelling on the shelves

A new logo and packaging concept for Collibri Foundation

June 10, 2015

Collibri Foundation, the name under which the Colruyt Group runs education projects at home and abroad, needed a fresh identity: a new logo and packaging concept with a focus on storytelling. 

Collibri Foundation, an inspiring initiative of the Colruyt Group, supports education projects for young people in difficult situations, in Belgium and in developing countries - the organisation forms a bridge between young people in the North and the South. Three words summarise the mission of the foundation: educate, develop and empower. With a focus on teaching, the foundation has seven projects on the go at home and abroad, which they would like to bring to the attention of their stakeholders and customers.


For the Collibri Foundation, education is the key to personal growth, and they strongly believe that when people grow, society progresses. They wanted to convey this belief and mission to customers and stakeholders. The rebranding of the Colruyt Group was the perfect opportunity to also refresh the brand identity of the Collibri Foundation. Through the creation of a contemporary logo and new packaging, they aimed to appeal to more people and breathe new life into their projects. A fresh logo and packaging concept were designed - with a focus on storytelling.