Molenaartje has long been a favorite organic snack in the Dutch and export markets, but sales were declining. So Royal Wessanen asked the branding team at Brandframe – which consists of me for the verbal work, and Annie Peutrell for the visual side of things – something magically alchemical happens when we work together!
Molenaartje
Standing out in health food stores
They asked us to investigate the brand and create a great story that would help build Molenaartje’s position in the market – and inspire a new packaging design.
We tasted, investigated and analyzed. Then we got to work on a new brand key, packaging hierarchy, strategic brand story and more. We created a brand persona that felt so real, they asked if they could hire him! Working closely with designers led to a renewed brand that was quickly moved from the bottom shelf back to place of pride in shops.