DEFINE
In 2019, Amarant Bakkers repurchased the Davelaar brand from the bakers they had previously sold it to. Amarant Bakkers wished to reposition the brand and make it once again relevant. To help achieve this goal they introduced Open Hiring®, making it possible for people to work in the bakery without a lengthy formal application process. The name was also reworked (from Jodenkoeken to Odekoeken) with a focus on vegan products. The brand has discovered a new relevance, in line with current times.
DESIGN
> Research into the history of Davelaar Jodenkoeken
> Positioning following Christine Boland’s mindset method
> Research into and development of the new name
> 2D packaging design
> Supervising packaging production
DELIVER
The result is a future-proof brand with delicious cookies in attractive packaging; modern yet nostalgic, with a social outreach function and a new but recognisable name. Numerous ideas have also been developed for future activities and cooperation.
EXECUTED BY:
Elian van Dijk, Roel Vink
IN CO-OPERATION WITH:
Joost la Housse, Charlotte Leemans
