Frisian bakeries De Bakkers van Verloop have always strived to stand out. Through almost a century of craftmanship, using the finest of ingredients and attention to detail in the baking process. Through attention to customer experience. And through its branding, with the same eye for detail and distinct art direction.
We helped the now fourth-generation bakery to stay ahead of the curve. By re-vitalizing brand strategy, and creation and implementation a fully new brand identity.
Starting with strategy, a collaborative re-evaluation was done of the core principles that have defined and distinguished the bakery for almost ten decades. In its DNA lies a deep-rooted commitment to artisanal craftsmanship, an intentional and refined approach to baking that results in one thing above all: simply exceptional taste. This essence is captured in the guiding principle and subsequent new pay-off: Oandacht smakket. A Frisian phrase that translates to ‘Attention tastes better’. A compact and characterful expression of what the brand stands for: authenticity, quality, and a conscious connection with both product and place.
The conscious dedication to quality and flavor is thoughtfully reflected in various key elements of the new identity.
Notable brand identifier is the distinctive, custom illustration style that feels both handcrafted and refined. The imagery carries a positive tone, depicting product and other themes that spark joy and express the brand’s uplifting personality.
The identity is further supported by typeface Geigy (Lineto), which strikes a balance between clarity and nuance with pared-back elegance. Using a minimal number of weights and skipping euro signs in set pricing for instance, we focus in text on what is really important, underscoring the brand’s core principles.
Art direction of imagery focuses on highlighting artisanal craft, timeless flavor and meticulous attention to detail. The imagery was curated with a contemporary sensibility, in close collaboration with the bakery’s brand manager.
For the color palette, we deliberately chose to stand out: a signature primary blue anchors the identity in retail environments, warmly complemented by golden browns and soft yellows reminiscent of a classic bakery setting. Carefully balancing the two in all touchpoints, from shop interior to packaging to physical and digital marketing material.
Bringing all identifiers together is a flexible design system inspired by the simple charm of a baker’s ingredient notebook. It subtly reinforces the artisanal ethos. As a system, it is easily scalable, making it highly functional and adaptable across a wide range of applications and contexts. As a recurring design element, it serves as a recognisable and cohesive thread throughout the identity.
Oandacht smakket. Have a bite.
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