BRANDING & PACKAGING DESIGN
The authority in Dutch coffee
DESIGN FOR SMIT & DORLAS
THE ASSIGNMENT
Tradition meets modernity
Since 1822, Smit & Dorlas has been synonymous with exceptional coffee craftsmanship, earning its place as a household name in the Netherlands. With nearly two centuries of expertise, the brand faced a defining moment: how to honour its legacy while stepping confidently into the modern world.
The solution? A bold evolution of their identity that speaks to both tradition and aspiration.
THE CHALLENGE
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design
THE CHALLENGE
Repositioning a coffee institution
Our challenge was to create a brand positioning and identity that not only reinforces its presence in current markets but also opens doors to new ones.
All while preserving the trusted quality in a refreshed, contemporary style.
THE RESULT
The next chapter for Smit & Dorlas
Through a meticulous and integrated approach, REGGS delivered a revitalised identity that balances the rich heritage of Smit & Dorlas with a contemporary edge. The new look celebrates 193 years of expertise while bringing a modern sophistication to every touchpoint. Packaging, point-of-sale materials, and digital communication.
With this transformation, Smit & Dorlas reclaimed its authority as the coffee expert in the Dutch market. The rebrand not only refreshed its market presence but also laid the foundation for growth. Central to this strategy was the creation of the Smit & Dorlas Coffee Academy, a hub for education and innovation, and a platform for exploring new business opportunities.
