BRANDING & RETAIL

Convincing through taste

DESIGN FOR VAN VESSEM

THE ASSIGNMENT

What makes bread worth the trip?

It might sound odd to ask, as bread is by nature a staple. However, in a world where supermarket shelves are filled with prepackaged, mass-produced options, the true story of bread, its ingredients, the craftsmanship, and the dedication to taste, has often been lost. Additives and flavour enhancers are frequently used to prolong shelf life and make the bread taste better, yet they miss the mark on authenticity and quality.

With the rise of supermarket bread departments and increased alternatives for breakfast, the challenge was clear: how to make the bakery stand out as the destination for the freshest, most delicious bread at a fair price? That's where Jos turned to us, seeking to reconnect with customers and share the true essence of their craft.

Exterior Branding for bakery Van Vessem, food packaging design

THE CHALLENGE

Revive love for handcrafted

Through research and insightful creative sessions, it became evident that consumers no longer saw the value in going out of their way for freshly baked bread. We identified the key to success: taste. Not just in the products but in everything, from the look and feel of the bakery to the conversations and campaigns surrounding it. We understood that to truly reignite the passion for bakery bought bread, we needed to rethink how people experienced the brand.

With this in mind, we began developing a completely new corporate and visual identity that would reflect the authentic, artisanal nature of Bakkerij Van Vessem.

Branding for bakery Van Vessem, food packaging design

Packaging design for bakery Van Vessem, food packaging design

Branding, Experience design and Packaging design for bakery Van Vessem, food packaging design

THE RESULT

Freshly baked sustainable identity

Our design for the bakery’s logo embodies the heart and soul of the artisan process. The word “Bakker” (baker) was changed to “Bakkerij” (bakery), emphasising the collective effort of the craftsmen behind the scenes. The sun was given a central place in the logo, symbolising growth, energy, warmth, and the dedication of the bakers who start their day long before sunrise and finish well into the night.

We began by focusing internally, ensuring the bakers and store employees fully embraced the new direction. After all, an organisation must first believe in its new identity before it can authentically share it with the world. Once the team was aligned, we turned our attention to the external branding, redesigning everything from the bakery interiors and signage to the website and packaging. We introduced sustainable packaging solutions, many of which are compostable, to reinforce Van Vessem’s commitment to sustainability.

To bring it all together, we launched a series of engaging consumer campaigns, introducing the bakery’s new identity and selections.

Throughout the entire process, we collaborated with various partners* to ensure every element was executed to perfection. This collaborative effort resulted in a refreshed, forward-looking bakery identity that not only communicates the rich heritage of Bakkerij Van Vessem but also reinforces its commitment to quality, sustainability, and taste.

To this day, we continue to proudly develop consumer campaigns with and for Van Vessem.

* Partners: Van Stuk for interior design | Piet Hein Eek for bespoke design pieces | Van Nieuwenhuizen for signage and print | Dimensio/Havelaar for sustainable packaging | Dudesquare for the website development | Pixeluniverse for product photography and MCIS for marketing material rollout.