Van den Berg

Consumer world: Younger people who are looking for a new, more ‘real’ and informed relationship with what they eat and drink; a growing distrust of big corporations and established brands and therefore an attraction to more tangible, smaller companies who have a real passion for their products.

Brand World: Popping up like dandelions on a summer lawn, new brands and rediscovered favourites from real people, using simple/natural/fewer ingredients to make small batch, traditionally crafted food and drink. The challenge is not to disappear in the sea of craft signals!

Connection: Pure and simple brand mark which honours the invention of this 4th generation baking family, (the only) Krakeling made with live yeast. A brand style that blends traditional and modernist elements to create a sense of high quality, freshly baked, natural products.

Success: Tony Miles, UK Sales Manager: ‘I have been attending exhibitions since the early 80’s and I can honestly say that never before have I ever seen such a consistent and high level of feedback on the design of packaging, sales literature and the stand itself. We even had other exhibitors bring their teams to the stand to show them ‘what good looks like.’

 

Van den Berg moodboard

Two generations of Van den Berg

Old picture from Van den Berg in a car

Peter Van den Berg and David Pike at IFF