PURE DUTCH
We were tasked with creating a new name and brand identity for Excelda, a traditional Dutch grey board that had lost market share. The new brand needed to reflect its unique heritage but be more in keeping with the contemporary brands in the highly competitive marketplace.
A new name, Pure Dutch reflected the qualities of the stock and the logotype was developed using a fine typographic treatment and soft tones. Evocative imagery, fonts crafted in Holland, poetic copy and a host of special print techniques then combined together as assets to present a refreshed brand experience. A designer book, swatch book, sample folders and a website completed the brand experience. A postcard mailshot kicked off the rebrand launch with a double digit response rate and specification requests up 22%.