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Jul 15, 2014

Follow the leader

The simple bright red ‘brick’ of Douwe Egberts Aroma Rood is an icon in The Netherlands, and it’s been recently restored to that status by some much-needed design simplification (the white top stays because that’s part of the packaging memory structure). Albert Heijn’s pack makes clear that this is not ownable, but it still needs to be there.

The premium range above adopts a soft bag, subtle tones and a more intricate layered design, suggestive of a similarly complex and layered flavour profile. The design language of heritage-laden stamps implies expertise and time-honoured production methods. “What a great idea!”, said Private Label, “we’ll have some of that too”.