Saturday, 25 October 2014
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Brabantia aims to become interior design brand with new identity

Dutch homeware brand Brabantia is launching new branding and packaging in a bid to reposition itself as an ‘interior design brand’.

Brabantia logo.

Brabantia logo.

The new identity was created by Amsterdam-based Studio Aandacht, working with fellow Dutch consultancy Agency Proud on packaging design.

Mechteld Petersen, value director for brand, marketing and product innovation at Brabantia, says the new look aims to give a ‘more approachable, feminine and warm’ feel.

Brabantia glass jars packaging

Brabantia glass jars packaging

‘Our aim was to soften our brand’, says Petersen. ‘We want to seduce our consumers with our new packaging by touching their hearts’.

The redesigned packs feature new ‘lifestyle’ product photography, with hand-drawn type and ‘creative, helpful and trendy moodboards’ on the sides, aiming to give consumers inspiration.

Brabantia bin packaging

Brabantia bin packaging

New colour palettes are also used on the packaging to differentiate each different product category, such as blue for bins and orange for storage containers.

Brabantia manufactures products including waste bins, laundry racks, food storage containers.

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