Landor feeds ideas to baby nutrition brand

Landor Associates has created a series of ‘branded experiences’ for the headquarters of Numico, the specialist baby food and clinical nutrition company, located at the World Trade Centre building in Amsterdam. The consultancy was appointed to the project last October and was tasked with transforming the anonymous site into a space that would engage and inspire employees and visitors.

Landor developed the design concept ‘layers of life within life cycles’ to brand the area, which includes one entire tower and two floors of another tower at the World Trade Centre, as well as a café and connecting bridge.

The ground floor reception features a projection screen showing a five-minute movie featuring Numico’s key brands. Plasma screens have also been placed inside the lifts.

Landor created a series of lenticular graphics to brand the entrance of a café and bar area

Numico’s portfolio

• Numico’s baby food division comprises brands such as Nutricia, Milupa, Aptamil, Cow & Gate, Bobo Vita, SGM, Malysh and Malyotka

• Numico’s clinical nutrition division, Nutrica Clinical, comprises products for patients with specific nutritional needs or those who cannot eat

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