Friesche Vlag, owned by Netherlands-based dairy products firm Royal FrieslandCampina, has a long history. It has grown from a small collective of enterprising farmers who founded the country's first milk factories in 1913, to a large company that employs 19,000 people in 25 countries. Among its diverse offerings: the Netherlands' most popular lines of coffee enhancers: Goudband, Halvamel and Balance.
With Friesche Vlag nearing the century mark, managers decided the packaging of the company's popular coffee enhancers could use some freshening up. They engaged Anthem Worldwide, the brand development division of Schawk, to effect a redesign that would give the products a look that attracts a younger audience while remaining relevant to existing consumers. Anthem gave the logo a more organic shape relevant to the dairy sector, incorporated bold photographic imagery and blended existing brand colors with additional colors. Further, the company packages the coffee enhancers in Tetra Pak's Tetra Brik Aseptic cartons, imparting the products with a strong shelf presence.
"The new designs will appeal to both new and existing customers alike, and bring some life to the coffee milk shelf again," says Annerie Brenninkmeijer, marketing manager at Friesche Vlag.