Year
2018 - ongoing
Type
Brand strategy
Identity design
Branding
Digital design
Credits
Lichtwaas
Florine van Rees
Emmanuelle Bastiaenssen

A new brand for the oldest Dutch family business.

Van Eeghen is the oldest family business in the Netherlands whose origins date back to the 17th century where they sold spices like cinnamon to the VOC ships. We were honored and thrilled that they commissioned us to create a completely new brand strategy with their new focus on nutritions. Heavy corporate transitions require smart, adaptable and ‘outside’ teams to collaborate. When working with Van Eeghen, companies can rely on this. A new accompanied identity had to ensure a better representation of where the company stands today with their unique portfolio of supplements they offer to top nutrition companies worldwide.

1662 — start of trading spices, coffee & sugar
2013 — start of a future chapter: nutritions

Ratio and Emotion

The main goal was to help the brand transition from a respectable trader to a modern and highly knowledgeable distributor. Whilst collaborating closely with the team on the company dna, we noticed such great energy and spirit that it became essential to encapsulate this into the new identity. A pleasant friction between thoughtfulness and playfulness.

Modern Encyclopedia

Like a modern encyclopedia, simple, elegant and stripped down to its function, we developed an entirely new system to organize and visualize their products. A concept that is above all – moldable and translatable into digital and printed stationery. As a result, we were able to show off a huge amount of products in a clear and comprehensive manner as well as demonstrating how knowledgeable vaneeghen is. The vivid shades of green were inspired by the beautiful old encyclopedias.

'Order is the shape upon which beauty depends'
Pearl Buck

Naming and Wordmark 

An important and very challenging part of the rebranding was to rename the company. The hiterto name ‘van Eeghen Functional Ingredients’ turned out to be too difficult. We chose to shorten it into ‘van Eeghen’ and connected the two separate words for better international readability. This gave us opportunities to create a custom typeface logo with references to ‘molecule-like’ grids. To accompany the wordmark we came up with ‘nutritious solutions’ as their new pay-off.

Containr thoroughly understood our DNA and translated this into a next level brand identity
Jeroen van Eeghen — CEO vaneeghen

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.

Services

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
mail@containraffairs.com

 

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