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The challenge
Smit&Dorlas has been around since 1822, but over the years they decided it was time for a new look and feel. The same familiar quality, but in a modern look and feel. REGGS was asked to create a new brand positioning and identity that strengthens the presence and relevance of the brand, in both existing and new markets.
The solution
REGGS created a refreshed brand identity that reflects its rich brand heritage: 190 years of coffee expertise.
Thanks to an integrated brand approach and an effective marketing mix of identity, packaging, POS materials and communication off- and online; Smit&Dorlas recaptured its position as "the coffee authority" in the Dutch market.
We also introduced a branding program and guidelines to develop and anchor the strategy internally. Part of this new strategy was the launch of a platform for new business concepts and the establishment of the Smit&Dorlas Coffee Academy.
