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De Ruijter hagelslag

For this project I restyled the Dutch chocolate sprinkle brand ‘De Ruijter’, which is an icon in the Dutch households. Their current design is very traditional and classic. Having executed very little branding and packaging changes over the past years, make De Ruijter a conservative brand. That’s why I deciced to come up with a whole new concept for this brand. Concept My new concept De Ruijter Guilty Pleasure gives the brand a new personality which fits the archetype; the sensualist-hedonist-pleasure seeker, with the goal/method to pursue perfect enjoyment through physical and emotional experience. Characteristics and behaviour which fits this new branding personality are; cheeky, playful, adventurous, mysterious, bold, confident, dominant, charismatic, smart, charming and seducing. With this new concept I’m mainly targeting the millennials (20-35 years), and to be more specific women, because research states that they make most out of chocolate purchases. Also in my research about chocolate I concluded that this is a guilty pleasure for many. There is a theory that because chocolate is perceived as a ”bad food”- because of its sugar and fat continet – we try to avoid eating it, and this leads us to crave it, because it is forbidden. But it is very hard to resist. […]
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Cyka

This project arose from a research about multi-branding. The inquiry was to create a surprising brand proposition of what my chosen multi brand haven’t thought about yet which can be an opportunity in the portfolio of this multi brand. Out of all the biggest multi brands I chose Unilever. After my analysis I concluded that this multi-brand values health, welfare and environment a lot with as goal to make sustainable living a common good. Therefore they are having more and more sustainable living brands. Brand strategy The innovative sustainable living brand I conceived is Cyka (meaning: beauty nature). This will be the first dairy-free ice cream brand (new segment in Unilever’s product group ice cream). This new product is a opportunity for Unilever because a shift seems to be happening in food habbits, meat and dairy alternatives are one of the key trends that have been impacting the global food and drink market since 2016 and non-dairy milks have escaped the realm of substitutes primarly for people with dietary concerns and followers of vegetarian diets. The Cyka wellness ice creams give advantage to physical and mental health and wants to stimulate the active progress of awareness towards making choices of living and […]
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RE-VEG

The Return Of Happiness Worldwide 75% of all crops are extinct in the last century More types of crops are likely to extinct or are forgotten Reduction of biodiversity (uniformity) Little variation of vegetables at grocery stores Vegetables are genetically modified and get treated chemically RE-VEG is a brand that arose with the idea to solve these overarching problems. We pay attention to the vegetables that are forgotten (historical vegetables). Our ancestors were accustomed to these vegetables by having those on their weekly menu. And we want to bring this back. RE-VEG lets the consumer get re-acquainted with these forgotten vegetables by making cold pressed juices. A way to make something old, hip again. Because these types of vegetables are not mass production, they come from local farmers, which makes these cold pressed juices 100% organic. This brand contributes to a feeling of happiness because the consumer will feel that they contribute to the creation of a better world by saving the forgotten vegetables. RE-VEG will ensure that these vegetables return and will be retained with the idea that they may never disappear. Take a look at the full progress of this project here  
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Verstegen Spices

For this assignment I had to fully revise and improve (restyle) the brand Verstegen based on the two pillars branding and packaging. Hereby emphasising the USP’s was a important specification. And it needed to be a repositioning that can handle the competition by strengthening Verstegen’s brand values, ensuring continuity, distinguishing in design and by creating greater brand awareness and a better reputation. With this briefing I started my research and developed a design which contain solutions to these issues. Fair flavours This packaging design shows the aesthetics for in the kitchen, aiming people who are experienced with cooking and want to show their professional skills. This packaging design is inspired by a mortar with pestle, which are used to grind and mix spices. This results to the fact that this packaging design can be re-used as an mini mortar when it is empty after use. This concept emphasises quality and durability.  
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FEBO

For this project I had to choose a snackbar for which I wanted to redesign the whole brand including the logo, packages and an new store experience. I chose FEBO. I did research about their history and brand values and noticed that it doesn’t completely fit their current concept and style. For example, I find it old fashioned looking (not going with the current zeitgeist), cheap looking without good quality/freshness. And what they want the consumers to know is their long history which started as a bakery and grew famous of their tasty croquettes which are still made fresh daily in their traditional way. So the new unique branding concept I designed, emphasises these values. The concept of this ”new” FEBO is called ”Rolling Croquettes”, inspired by sushi bars which serve fresh made sushi on conveyor belts. FEBO will sell croquettes with different tastes and can be recognised from the colour-coded packages. The croquettes are freshly handmade on the spot in sight of the consumer. So they can be sure of what they eat and that the quality is good.
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Rijstmonster’s Store

For this project; ”The Brand Me”, I designed a Rice Store named Rijstmonster’s Store. This includes brand design, packaging design and experience design. This concept arose from a research about my characteristics and my archetypes (the innocent & the explorer) and because I love to eat rice and I have a big passion for Asia. To make an outstanding and unique design, I came up with a storytelling concept and wrote a branding story (Folktale). The consumers will experience this in the pop-up store. Take a look at the full progress of this project here
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Bijenkorf Water

As an assignment we were asked to design 7 premium water bottles for Dutch leading department store ‘De Bijenkorf’. These 7 include: 1 Flat water, 1 light sparkling water, 1 sparkling water, 3 fruit flavoured waters and 1 limited edition water.
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Calvé‎ Peanut butter

For this project we had to restyle the logo and packaging design range of the Dutch peanut butter brand Calve. It needed a new packaging design that appeals the people now in terms of design and which also stands out and is distinctive next to the other peanut butter brands in the supermarket. Therefore we were asked to choose a trend that is popular at the moment. I thought about the ‘flat lay style’ immediately. Take a look at the full progress of this project here
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Beauty Coop

For this project I had to design a gift package for egg. Also, it needed to have a storytelling concept and which give eggs more value. With my concept Beauty Eggs, eggs as in food become a skincare product. Because eggs keep your skin young, fresh and equal. Also, eggs are healthy because of their proteins, vitamins, minerals and omega’s. The brand’s name BEAUTY COOP is a mixture of the words chicken coop and beauty salon. And so are is the logo and packaging design inspired by the style 0f real skincare brands. Take a look at the full progress of this project here
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AMOY

As an fictional assignment during my internship I restyled the brand Amoy and also the packaging range. The restyle is a mixture between traditional Chinese and the modern world. The new logo I designed is inspired by seals which were used in the past in China. Thereby, the logo has it’s free shape and also the name Amoy has the playful appearance, like it’s handwritten by brush, which shows the traditional Chinese writing. The concept’s name of this packaging range is; Urban life. The target market of Amoy are people with food awareness and who have a good and busy job. My concept is consistent with their target group. The big buildings on the packaging show the busy city life in big metropolises, where a lot of people go for work. This idea is the modern side of this packaging design. The traditional side of this design is the paper background with the illustration of the buildings with colorful ink patterns. This was inspired by the traditional Chinese silk paintings. This whole new restyle of Amoy gives a fresher, calmer and more brighter look which looks reliable to buy in the supermarket. Also, these new designed packages distinguish from the most other Asian food […]
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Happy Cows

I invented and designed this brand. Happy Cows is a brand that wants to encourage children to drink more milk to grow up healthy. Happy Cows does this in a fun way by selling papertoy cows. By buying a lot milk you can get discount on those papertoys. The papertoys attract children, but also teenagers and grown-ups with their cute looks. Also the package has an nice and unique design. Furthermore, Happy Cows papertoys are educating, because it shows different cattle breeds with it’s own characteristics (given in a short text) and also positive facts about drinking milk. Happy Cows, collect them all!
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AH Milk

This is a packaging range which i designed during my internship at Millford. Albert Heijn, who was the client of this project asked for a design in which nature is more visible, but not standard with grass and cows. That’s why I came up with this picnic concept.
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