The Case
What began as a brand identity request evolved into a comprehensive go-to-market strategy. By understanding De Veldfabriek's mission beyond their initial design needs, we delivered a solution beyond looking good on shelves, but tells the story of local agriculture, cooperative values and sustainable innovation. We are proud to have helped bring Rotterdam’s first locally brewed oat drink from concept to shelf.
Coöperatie De Veldfabriek:
Today, Coöperatie De Veldfabriek is present. With the opening of their factory in Schiemond, they've found a physical home. And as a brand identity, with a powerful story, distinctive brand assets, and a design system that can be applied to future products. More than a logo, typeface, or color scheme, the branding is a promise for the future.
Market research and positioning
The oat milk market is crowded with established players; traditional dairy brands extending into plant-based, conscious frontrunners like Alpro, and trendsetting disruptors like Oatly. De Veldfabriek needed clear positioning to stand out while staying true to their values.
What we did:
Analyzed competitor landscape across three distinct market categories
Identified white space for authentic local positioning
Mapped visual languages and messaging strategies across competitors
Developed strategic positioning around purity, no-nonsense, and positive activism
Concept development:
De Veldfabriek's values needed translation into a distinctive visual concept that could compete with established brands while communicating their cooperative roots and “Rotterdam mentality”.
What we did:
Developed two comprehensive concept directions: "The Modern Original" and "The Happy Revolution"
Created mood boards and visual references connecting brand values to design language
Explored typography, colour palettes, and iconography for each direction
Presented strategic rationale showing market differentiation potential
Selected final direction balancing authenticity with shelf impact
Packaging Design
The packaging needed to stand out on retail shelves while clearly communicating the product's fresh, local positioning—all within glass bottle production constraints.
What we did:
Designed wrap-around label system optimized for glass bottles
Created clear visual hierarchy prioritizing product name and key messaging
Integrated nutritional information and ingredient lists meeting regulatory requirements
Developed cap labels and neck tags for additional brand touchpoints
Produced production-ready artwork and specifications
Scalable Product Framework
Beyond the initial oat drink, De Veldfabriek plans to expand into cheese, yogurt, and other plant-based products. The brand system needed to accommodate this growth while maintaining consistency.
What we did:
Established colour-coding system for different product categories
Created illustration guidelines for representing new product types
Designed templates maintaining brand consistency across formats
Built flexible typography rules for various packaging applications
Documented comprehensive brand guidelines for future use