Ontbijtkoek is a very popular Dutch breakfast snack but struggled to attract younger consumers. With the launch of new indulgent SKUs, the aim was to refresh the brand in the eyes of younger consumers (as well as adding incremental sales).

That means our pack designs needed to have high impact to attract the attention of younger consumers (18 - 34) and prove that Peijnenburg is a breakfast choice for them.

To be successful our design had to feel distinctly more indulgent and ‘artisanal crafted’ than the current base & luxe products, celebrate the full taste and texture experience of the new products and be masterbrand as opposed to sub-brand led but still can challenge the current architecture to accommodate new design codes.