Ah hagel packaging

  • Together with DBOD/VBAT got to design these unique packages for their ''hagel/vlokken'' range for Albert Heijn. Below are all the 11 different designs I made. Each one represents a unique place in Holland. ''Hagel and vlokken'' are traditional dutch products you can find on every family breakfast table. They are used for making delicious sweet sandwiches.

    It’s raining sprinkles… For generations, the packaging of AH Hagelslag (chocolate sprinkles) was aimed at children. Changing marketing ethics made Albert Heijn take responsibility and stop focusing on children. The challenge: how can we reposition AH Broodstrooisels (sprinkles) by means of a clear, appealing and distinctive design concept? With ‘It’s raining sprinkles over all of Holland (Dutch: Heel Holland strooit)’ we succeeded: the iconic, real Dutch packaging takes you on a journey through our beautiful, varied country: with colored hail to the ‘Bollenstreek’, with pure sprinkles to the ‘Wadden’, with milk sprinkles to the Dome Tower and canals of Utrecht … By means of lively, almost nostalgic postcards you will be invited to rediscover all those special places. Entertaining, inspiring and even a little educative for the whole family. With this new packaging concept, we have succeeded in positioning AH Broodstrooisels (chocolate and fruit sprinkles) in a distinctive manner on the shelf, which for the time being is dominated by national brands.


    Awards and nominations

    -Vertex Awards 2019: GOLD WINNERS.​​​​​​​
    -My project was selected for the Behance 2019 Design Trend! Check it out here!

  • Canals of Utrecht/Vismarkt
  • Beach in Holland
  • De Zaanse Schans
  • De Veluwe en Paleis Het Loo
  • The Dutch tulip fields and countryside
  • Kinderdijk
  • Dutch winter scene
  • De Waddeneilanden
  • Dutch fortified town
  • The docks
  • Loosdrechtse Plassen