Smit & Dorlas

/ Brand strategy & design



Smit&Dorlas has been around since 1822, however through the years they decided it was time for a new look and feel. The same familiar quality but in a modern guise. We were asked to create a new brand positioning and identity that strengthens the brand presence and relevance in both existing and new market places.



REGGS created a refreshed brand identity that reflects the rich brand heritage; 190 years of coffee expertise.

Thanks to an integrated brand approach and effective marketing mix of identity, packaging, POS materials and communication off and online; Smit&Dorlas reclaimed its position of being ‘the coffee authority’ in the Dutch market.


Furthermore we introduced a branding program and guidelines to develop and embed the strategy internally. Part of this new strategy included launching a platform for new business concepts and establishing the Smit&Dorlas Coffee Academy. 


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