2018 - ongoing
Brand strategy
Identity design
Imagery production
Britt Guns
Roos van Rij
Mees van den Eckhard
Michelle Duijn

Creating the Simple, Social & Sophisticated Soda brand.

Finley is a refreshing, non-alcoholic, and low-calorie beverage that is relatively new to an up and coming segment. With ambitious goals in mind, a massive relaunch in the Dutch market was planned for 2019 focusing on the hospitality industry. Their key objective was to build brand awareness and eventually become the drink of choice for adults in bars and restaurants.

Seasonal Stories
Containr Affairs was charged with the mission of introducing the brand to consumers and in 17,000 Dutch establishments in the hospitality industry. In direct competition with well-established multinationals, we chose to move Finley past the traditional intrinsic heritage and ‘naturalness’ claims in another direction. Focusing on an emotional rather than a product-driven approach driven by consumer insight allowing for seasonality, new drinking occasions and plenty of personality.

Flow of Fashion
We decided to draw inspiration from the fashion industry – a true master of storytelling – to influence our approach. We saw a big opportunity to match Finley with the ‘flow of fashion’ by creating seasonal themes that correspond to the Spring/Summer and Autumn/Winter seasons – emphasizing both sunny outdoor lifestyles and cosy winters indoors. Thus enabling us to highlight specific social and drinking occasions.

Simple. Social. Sophisticated
We matched this aspirational and sophisticated imagery with irresistible editorials that tell real and relatable stories, done the Fïnley way: Simple, Social and Sophisticated. Each of them unravelled across a multitude of media channels. Building brand credentials whilst acting as an engine to new product launches. Season after Season.

Substantial success
The relaunch is proven to be very successful. The whole range experienced growth with 9.5% and is sold in 20.000 outlets throughout the Netherlands in its first year. Furthermore Finley has grown 92.6% in volume versus 2017 and the brand awareness has increased with more than 8.7% to 36.7%

A partner to make your mission reality.


We are Containr Affairs, an office for strategy and branding. Our team of creatives think, make and build for bright entrepreneurs and marketing executives who want to take the lead and change the face of the boardroom. Whatever position your brand is currently in, we help you identify where to go next.

Acclaimed for three practice areas, we work as follows:

Compass. We start by researching cultural shifts that map out the universe your business plays in and how this affects your actions. We connect with your ambitions through conversation before (re)shaping your brand fundamentals, which will lead to clarity, underline culture and foster your ambitions.

Creation. Your brand is a sum of all parts. How it looks and feels. How it talks and sounds, and how it tastes and smells. In this phase we bring fundamentals to life and create you a proper stage performance. Our studio executes creativity without boundaries, to make sure your story is admired on paper, on screen and in-store.

Content. For brands who need to stay relevant on a daily basis, our studio offers high quality and fast production of brand journalism, imagery and graphic design across all channels.

Since 2001 we have delivered results for bars, bodegas and boutique hotels, beer, booze and beverage brands, buildings and building companies, beauty brands and bespoke perfume houses. With most of our clients we have built lasting relationships. Others even became partners in business.

Talk to us about your next move.


Packaging · Brand strategy · Brand activation · Brand creation · Brand journalism · Identity design · Brand transformation · Branding · Concepting · Digital design · Imagery production · Spatial design · Web development

For further inquiries feel free to contact us at

Contaínr Affaìrs
Goudsesingel 208
3011 KD Rotterdam
The Netherlands
+31 10 42 54 997