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.
‘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.
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.