Florine van Rees
A new brand for the oldest Dutch family business.
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.
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'
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.