Client: Proud Hooghoudt
Project: Product Concept, Naming & Packaging for Bartender’s Choice Mixology Range
Sector: Spirits, Mixology, Dutch Heritage, Beverage Innovation
A bold repositioning of Hooghoudt jenever for the next generation. The Bartender’s Choice concept reframed Dutch jenever as a premium cocktail spirit, with a clean, modern design system developed for mixology environments.
Challenge
Hooghoudt, a historic Dutch jenever brand, was looking to shed its dated, traditional image and reintroduce itself to a younger, urban audience. The goal was to reframe jenever as a versatile, modern spirit fit for creative mixology — not just dusty liquor cabinet nostalgia.
Approach
In collaboration with the team, a fresh product concept was developed under the name Bartender’s Choice — a curated range of jenever blends specifically crafted for cocktails. The visual identity paired contemporary aesthetics with subtle nods to the brand’s heritage, bridging old and new.
The design language featured clean typography, vibrant accents, and structured layouts to speak directly to modern bartenders and mixology-minded consumers. The concept repositioned jenever not as a relic, but as a craft spirit with relevance, quality, and creative potential.
Outcome
The Bartender’s Choice range helped reintroduce Hooghoudt to a new generation of drinkers and cocktail professionals. The concept supported brand rejuvenation while preserving its roots, successfully expanding jenever’s reach into the contemporary cocktail scene.