yari schoemaker
The Belgian Chocolate Group commissioned me to rebrand De Koetjesreep. They wanted a completely new, modern brand identity that appeals to young people, along with corresponding media campaigns to highlight the rebranding of De Koetjesreep.
The old De Koetjesreep wrapper had an old-Dutch style, featuring an illustration of a cow. Additionally, the logo also included a serif font, commonly found in older brands and designs aiming to achieve a more classic look.
In the concept board of this project, the color choices of purple-orange and beige, along with bold and italic typography, are defined alongside various mood images. These vibrant colors were chosen for a direct contrast against the old De Koetjesreep brand identity. The same applies to the typography, which is now sans-serif. This way, the overall appearance of the brand is much more modern and appealing to a younger audience.
For the logo of the revamped De Koetjesreep, I incorporated the design principles from the concept board to ensure a modern transformation of the product. The typography for the wordmark is bold and italic, while the slogan is thin for contrast. The icon depicts the shape of a piece of chocolate with a bite taken out of it, forming the silhouette of a cow, which captures the essence of the original De Koetjesreep wrapper in a modern way.
For the front of the revamped De Koetjesreep wrapper, I positioned the logo centrally with the vibrant purple-orange color in the middle, accompanied by a clear indication that the wrapper has been updated in a text box to the right of the logo. To maintain the right balance and give the bar a more striking appearance, the edges on the sides of the wrapper are colored beige.
For the back of the wrapper, I reversed the colors by placing purple-orange stripes on the sides and a beige color in the middle. I made the text for the ingredients list and the barcode black because doing so makes the longer text more comfortable to read, and it provides more visual variation.
On this banner, a discount promotion for the revamped De Koetjesreep is advertised. I have emphasized this promotion further by adding an angled colored section located in the center. Additionally, I have used the color contrast to clearly distinguish between the different components of the poster.
Finally, I designed a De Koetjesreep app with a giveaway in the form of a quiz spanning multiple pages. On the main page, there's an image of the De Koetjesreep chocolate bar with a play button that starts the quiz. Each page features three logos at the bottom for users to share the app on social media.
