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Reawakening a Dutch Icon

Client: Van Houten Cacao - Barry Callebaut

Project: Brand Repositioning, Visual Identity, Packaging Portfolio

Sector: B2B, B2C FMCG, Chocolate

Led the brand redesign and packaging strategy for Van Houten, a 200-year-old chocolate brand. Dug into local museum archives to uncover untold stories, developed a refreshed identity, 3D key visuals, and brand guidelines. A forgotten heritage brand brought back to life through strategy, storytelling, and design.

Challenge
Van Houten, the inventor of the Dutching process and a true pioneer in chocolate innovation, had faded into obscurity. Once an iconic Dutch brand, its story had become fragmented, and its packaging disconnected from its rich heritage. Our insight was to rediscover and retell this forgotten legacy, and to translate it into a compelling and relevant brand for today's market.

Approach
On behalf of SGK Design, we set out to uncover the soul of Van Houten. The journey began in the brand’s hometown of Weesp, where hidden treasures and untold stories were found in the local museum’s archives. These insights became the foundation for the creative direction.

We developed a new brand narrative that honoured Van Houten’s 200-year history of innovation, artistry, and craftsmanship. This story was then brought to life through a full brand redesign, including the visual identity, packaging portfolio strategy, and 3D key visuals. I also led the creative team in rolling out line extensions, developing communication materials, and setting the tone through brand guidelines.

Outcome
Van Houten was reintroduced with a bold yet respectful redesign, blending heritage with contemporary appeal. The revitalized brand now tells a coherent story across packaging and communication: proud of its past, ready for the future. A forgotten classic transformed into a timeless icon.

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