Six hundred macarons in race orange.
For the Dutch Grand Prix, TAG Heuer wanted a gift its retail partners would remember. We made the macarons, the box and the sleeve — one colour, one weekend, twenty-plus shops.
A gift that looks like the campaign.
TAG Heuer Netherlands came to us with a clear idea: a limited-edition gift for the jewellers and watch retailers that carry the brand in the Netherlands, timed with the Dutch Grand Prix at Zandvoort.
It had to feel like TAG Heuer, not like a bakery. Orange for the race, black and red for the brand, and packaging good enough to sit on a counter next to the watches. And it had to arrive at every shop, chilled and intact, in the same week.
Three things, designed as one.
The macarons
All 600 shells in a single race orange, colour-matched by hand and checked against the sleeve before baking. A mixed selection of flavours inside, so every box has variety without breaking the one-colour look.
- Single custom colour across the whole run
- Our usual size: about twice a standard macaron
- Gluten-free almond shells, 20% less sugar
The box
A rigid black gift box with a magnetic closure, holding 24 macarons in individual cavities so nothing shifts in transit. Heavy enough to feel like a watch box, not a pastry box.
- 24 pieces per box, 25 boxes
- Magnetic lid, matte black finish
- Insert designed for chilled transport
The sleeve & card
A red belly-band sleeve designed for this edition with the TAG Heuer mark, plus a Dutch care card inside: how to store, how to serve, and a QR code back to us.
- Sleeve designed and printed for this run only
- Care card in TAG Heuer black and red
- Five red dots on the card, like the start lights
From first email to twenty shop counters.
Brief & colour
Quantities, shop list and brand references in. We matched the orange to the campaign and sent a shell photo for approval.
Packaging design
Box, sleeve and care card designed together and signed off as a set before printing.
Production
Six hundred shells baked and filled in Den Bosch, in one colour, in one run, then chilled for packing.
Pack & deliver
Twenty-five boxes packed, sleeved and delivered chilled to more than twenty retail partners across the Netherlands in time for the race weekend.
Delivered complete and on time: 25 boxes, more than 20 counters, one race weekend — and a client that found us, not the other way round.
Your brand, your colour, your box.
Launch, anniversary, client gift or a race weekend of your own. Tell us the date and the numbers, and we'll come back with a design and a quote.
Tell us about your event — date, guest count, style, and dessert vision.
We’ll get back to you with sweet ideas tailored to your brand and occasion.
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