Repositioning Hooidammer cheese brand

Henri Willig is a cheesemaker located in Friesland. In addition to the Henri Willig brand, the company is the owner of the 100% organic brand, Hooidammer, which is primarily sold through organic retailers in the Netherlands and Germany.

Food By Design was tasked with developing a more contemporary and purpose-driven positioning for the brand. Thus, we embarked on a design-driven positioning journey. We engaged with the founders, the current owners, visited farmers, and collaborated with Henri Willig to create a refreshed brand narrative in both words and visuals. The new Hooidammer brand goes beyond organic; it embodies a commitment to a biodiverse, vibrant meadow, resulting in a rich, layered cheese flavor. The positioning can be summarized as: Full of life, full of flavor.

In alignment with its new positioning, we collaborated with Joost Identities to create a new logo and packaging design. The illustrations capture the abundant and vibrant life surrounding the organic farms.

Discover the reimagined Hooidammer brand that celebrates the essence of nature, sustainable farming, and the art of crafting exceptional cheese.