David Jones cooks up Goud Heerlijk identity

Appointed directly, David Jones has sought to create an identity, stationary, signage and packaging based on the proposition of the company, its location and its name, which is a play on words.

‘The name Goud Heerljik is a combination of words you wouldn’t use in general Dutch conversation. Goud Eerlijk means “pure honesty” whereas Heerljik means “delicious”,’ says company founder Timothy Craig.

A custom font has been developed by Jones and the ‘O’ highlighted and isolated as an icon on some applications. Jones says the ‘conservative colours’ help emphasise freshness and quality.

The new brand will roll out across branded products including oils, sources, pasta, conserves, bags,  crockery, linen and hampers.

Signage has been developed although application is restricted as the first Goud Heerlijk is opening in a listed building in the Dutch town of Groningen in April.