Since 1933, Luiten Vleeswaren is a guarantee for the production and sale of top-quality meat products, such as Filet Américain, grilled sausage and raw beef sausage. The third generation sees great prospects in the rise of vegetarian products and meat substitutes. So they teamed up with Michelin star chef Jacob Jan Boerma to develop culinary vegetarian Crème Américain and vegan vegetable spreads. Our task was to design and develop
the SMAECK brand for that purpose. After the brand strategy, we used a mood board to get a grip on the target audience and came up with a variety of refreshing ideas for the brand logo and packaging. We also coordinated the photography from A to Z, for the packaging as well as the other brand touch points we designed, such as the website, shop materials, ads, leaflets and instore promotions. A nice and tasty project!