New Corporate Design
The brief was to give Wessanen a completely new corporate design, with its company values recognisable at first glance. The result speaks for itself: a holistic appearance that credibly communicates the new brand positioning.
Founded by Adriaan Wessanen and Dirk Laan in 1765, Wessanen is one of the oldest food companies in the world. The firm owns brands that produce vegetarian and sustainable food and have a strong belief in fair trade. Wessanen commissioned HAJOK Design to develop a completely new corporate design. This extensive project gave a new look to the Amsterdam-based company and included everything from logo development, the corporate design manual, business stationery, website design, right up to office interior design and a trade fair booth.
While the old design was quite generic and also inconsistent, the new corporate design had to present the company as approachable, credible and transparent. After an intensive analysis of the previous communication work and the firm’s visual appearance, the development work was determined by a new brand positioning. The aim was to align consumer perception with the identity of Wessanen and thus create a uniform brand image.
The mission "Healthier People. Healthier Planet." was visualised using soft, harmonious colours and emotional photographs. Genuine people, natural surroundings and pure food transform existing statements and the conviction of the company into a credible and clear profile, visible across all communication channels.
Facts & Figures
- Brand positioning
- Corporate design development
- Logo development
- Complete colour and imagery concept
- Trade fair booth
- Office interior design
- Business stationary
- Website & social media
- Corporate design manual
GREEN TO THE CORE
Wessanen is a traditional yet dynamic company and innovation driver that constantly works to fulfil its target group’s needs. To this end, making products whilst using certified organic and sustainably produced food, all without using animal products, has always been paramount.
CLOSE TO NATURE
The chosen font is playful and dynamic. The leaves growing out of the W are a reference to the previous logo. HAJOK Design has developed a natural world of colours and imagery, which is clearly visible in the brochures and the website as well as in the interior design.