Dutch Packaging Design

Gourmande is the consumers brand of ‘henri van de bilt vleeswaren’, who produces deli meats from single meat cuts and convenience products. Stepfive rebranded the Gourmande logo and also created four remarkable packaging labels for their range of Streaky Bacon products. These labels come with much attention for branding and meanwhile have a spot on the visibility of the products. Each label has it’s own fresh colour setting for each different taste variety.

In addition to this restyling, a new organic butter packaging design was created for Dutch company Weerribben Zuivel. Fresh and natural visuals on the packaging are showing us the origin of this organic butter: National Park ‘De Weerribben’ in The Netherlands. These visuals and the coloured shopping list on top derives from the complete restyling by Stepfive of all the other Weerribben products and herewith makes it into a coherent and appetizing product range.

A while ago, MOTI (Museum Of The Image, Breda) held an exhibit about packaging. This led to an interesting question: why is there currently a substantial shortage of packaging designers in the Netherlands? The answer can be found somewhere between ‘current art education is mainly focussed on the encouragement on autonomy instead of serving commercial goals’, and – as a logical result of this: ‘designers consider themselves belonging to a cultural avantgarde’.

In other words: packaging belongs to low-culture. Low culture = not sexy. Meanwhile, packaging specialized agencies (like ours) keep getting busier. So it’s high time to turn some persistent assumptions around by pointing out precisely how ‘sexy’ the trade of packaging really is. After all, it evokes graphic design, (strongly based on psychology), marketing, brand-development, environmental matters, innovation and (brand)activation.

So, art schools: here’s a start for an interesting discussion on what Dutch Design really can be all about. And who will be the first to flick the switch and jump into the trade that’s as design-extensive as it is a guarantee on an interesting job? In the meanwhile you can enjoy some work made by ‘commercial explorer’ Jeff Koons (shown above) and his design for body milk, by which he turned his art into ‘the daily’, instead of ‘the daily’ into art. Oh, and the first run of packaging-trained students can send their portfolio to us … but that goes without saying.

The packaging design for the international figure Bob the Builder^TM baloney and liver paté was created by Stepfive, commissioned by Zwanenberg Food Group. This delicious sandwich filling for children appeals not only to the youngest ones. Due to it’s strong presence, it also looks very desireable on the shelf. Bob the Builder^TM makes lunch and breakfast even more fun!

For Look-O-Look, Stepfive developed a new and contemporary line of packages (for 29 different candies) which will replace the current ‘kopkaartjes’ (transparent candy bags). These new flowpacks are designed in a handy size and are easy to open, which creates optimal ease in use. The new flowpacks have a fun, fresh and strong packaging design which corresponds perfectly with the target group. The flowpack design also contains a clear product-communication and an optimal visibility for a maximal impulse, which really distinguishes this packaging in stores from it’s competitors.

This manufactorer, based in Europe, delivers quality toys with a high degree of educational values. These toys are built to last and are internationally recognized with lots of prestigious awards. Stepfive created several packaging concepts that fitted this high standard of quality, while gaining presence due to the use of bright colours and clear typography. Using different materials was a handy tool that allowed us to make a clear difference between the many product groups. We also created an opening in each design that allows buyers to actually feel the products’ quality – an essential factor in deciding wether or not to buy the toy.

Stepfive created these packaging designs for Maître Paul’s Oranje Cupcakes. The goal: creating a visually appealing and festive package which could be presented like, as it were, a real gift. Especially for typical Dutch traditions and parties such as ‘Queen’s Day’, but for (inter)national sport events as for instance soccer championships as well. ‘Cause after all, the Dutch colour is orange. Maître Paul’s Oranje Cupcakes are the perfect treat for those special little moments. They are nice to give and fun to get!  There are three cupcakes per package.
More on Maître Paul Cupcakes original design here.

A kick-start of 2012 with this news. Look-O-Look’s Toppermix was voted Product of the Year 2011! A representative panel of 6,000 Dutch consumers criticized it best among all others. A reason to be cheerful and so are we at Stepfive headquarters!

More on Look-O-Look’s winning Toppermix (design by Stepfive) here.

Stepfive created this packaging design for Maître Paul’s Cupcakes. The goal was to create a visually appealing and festive package which could be presented like, as it were, a real gift. Maître Paul’s Cupcakes are the perfect treat for those special little moments. They are nice to give and fun to get!  There are three cupcakes per package and you can choose from two different cupcake styles: New York Cupcakes and Los Angeles Cupcakes.

Stepfive created several design concepts for the toys including the ones you can see here. White, combined with a strong primary colour or colours gives a stronger result than white with weakened pastels, because that makes it look old fashioned and dirty. In contrary, white gives the designs a fresh and modern look with yet a responsable touch at the same time. Therefore we choose to work mainly with white combined with fresh and bright colours. The design above are shown as 3D view, as separate packaging and as separate packaging on a plastic display stand.