Mellum Brand Identity

Mellum is a Belgian consumer brand created for Confiserie Larmuseau as it moved into selling directly to the public and wanted more than another ice cream parlor. The brand had to stand out in a crowded category, respect a century of confectionery heritage and stretch across gelato and several Belgian sweets. MOQO's 2026 identity finds the common thread in treats that melt, a quality echoed in the name, and turns it into a promise of small, shared moments of joy.