Turn Kips back into Kips! That was the task handed to us by the most well-known Dutch liver sausage brand. Kips stands for 'simply delicious.' However, the brand and its packaging were no longer reflecting this. Kips wanted to return to the coziness, spontaneity, and authenticity that people have traditionally associated with the brand. But they also wanted to be ready for the future.
Just keep it simple
Kips, part of the Zwanenberg Food Group, has been around for over a hundred years. Mr. and Mrs. Kips started their butcher shop in the Jordaan district of Amsterdam back then. It's a strong brand that evolves with the times. While it's primarily known for its liver sausage made according to a family recipe since 1910 (and the catchy tune 'Prefer Kips liver sausage to ordinary liver sausage'!), Kips has expanded its range in recent years to include segments such as vegan, lean, and 'snacks and appetizers.' Thus, Kips remains a choice for everyone who enjoys products without fuss, including vegetarian options, as long as it's tasty and offers genuine enjoyment. With the redesign, Kips aimed not only to appeal to its existing customer base but also to target a younger audience. The new look was also intended to make Kips stand out nostalgically on the store shelves once again.
Coziness knows no time
Therefore, we opted for captivating photography on the packaging. This accurately represents the tastiness and freshness of the sausages, pâtés, meatballs, and chicken skewers. It provides consumers with a richer experience with the products, evoking a sense of genuine quality. The differences between the product segments are also clearly visible. We gave the iconic logo a friendly upgrade; with rounded corners and a repeating pattern. The attentive observer will notice in that repetitive pattern the butcher's twine, symbolizing authentic quality and freshness. The color scheme in the design and the white band on the packaging are fresh, youthful, and entirely contemporary. By blending these elements, Kips stands out once again on the shelf—a warm invitation to conviviality at any time of the day!
