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Dutch Design Series: Millford

by Dieline Author on 11/22/2016 | 3 Minute Read

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Agency: MillfordBrand: Brouwers beer

Tell us about Millford?We are a brand identity agency and believe that each brand is a combination of a unique identity, specific culture, sharp strategy, organisational culture and authentic way of communicating. Millford is perfectly aware of this, focussing specifically on identity, communication and strategy.What is your showcase? What can you tell us about it?In the Netherlands special beers are doing great. It is all about taste, character and attitude. To catch up with this trend Albert Heijn decided to re-introduce an old friend after more than 15 years. A new beer with a unique proposition that fits between a special beer and thirst-quenching lager.BROUWERS, the perfectly drinkable lager with the distinctive attitude of a special beer.   In addition to the new flavour the identity had to fit the new proposition. Millford is responsible for the new positioning and new brand identity of Brouwers. Starting with the brand values, Millford developed the logo and style, and translated this to all touch points.  Brouwers identity is recognizable by the strong brand logo in which the brand values can be found. The new logo and visual identity of Brouwers meet the current era and fit seamlessly in both markets. BROUWERS, today’s taste!  Additionally Millford designed the whole packaging range. The appropriate character gives the beer the right attitude and accessibility. The brewer has a central position, the use of copper in the product name (not the secondary packaging) and the blue area give an edgy touch to the label.  

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Yesterday’s name, today’s taste

Credits:Millford account: Sascha BalkMillford design: Jobert van de BovenkampAlbert Heijn design department: Floor DerksenAlbert Heijn category management: Stephanie HeijningWhat way would you describe Dutch packaging design?The Dutch have an opinion on everything and express this in a very clear manner. This is reflected in Dutch packaging design. We like strong and distinct design that stands out from its surroundings. We also ensure that our packaging design is clear and 'organized’. Its origin seems to be found in our Dutch landscape. Look at the street maps in our cities and the patchwork that is found in our landscape. Dutch Packaging Design stands for something! Just like the Dutch people.


Join us tomorrow! - There is still time to register

The Dieline and Packaging Innovations have teamed up for a one-of-a-kind, free-to-attend conference, kicking off at Packaging Innovations Amsterdam 2016. Their first ever conference in the European mainland, The Dieline's exciting content will be exploring packaging and branding topics, with panels and discussions from both leading and emerging brands, as well as packaging suppliers and design agencies. 

Top brands and design leaders will gather to discuss the challenges and opportunities that arise when designing for a major brand. As the leading platform for package design and inspiration, The Dieline couldn't think of a better place than a partnership with Packaging Innovations to inspire the Dutch packaging community. Combining their signature high-level content, endless inspiration and a curation of previous The Dieline Awards' winners, conference attendees will visit the future of packaging and branding design.

The event is specifically for packaging designers and marketing/brand managers. And remember; this is a free-to-attend conference that is exclusive to attendees of Packaging Innovations Amsterdam 2016. But space is limited, so don't delay!

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