Client: Echte Boter
Scope: Logo redesign, packaging redesign, illustration system, brand extension to Echte Smeerkaas and Echte Kaas
Everyone knows Echte Boter.
That is the problem. When a brand is this familiar it becomes invisible. People reach for it without really seeing it. The packaging had been quietly doing its job for years. The logo was soft, the illustration busy, the red fighting for space with everything else on the pack. Trusted but forgettable.
The brief was to make it feel worth noticing again without losing what made it trusted in the first place.
We started with the logo. The script was right, handwritten, warm, Dutch but it lacked presence. We kept the character and increased the weight. Bolder, more confident, the kind of wordmark that owns its space on a supermarket shelf rather than apologising for being there.
The illustration was the bigger creative decision. The old pack had a traditional Dutch landscape: windmills, cows, flat skies. Recognisable but generic. We kept the landscape and updated it. The windmill became a wind turbine. The composition got cleaner. The illustration now follows the rhythm of the logo rather than competing with it. Same world, different decade.
The red flag got room to breathe. Competing colours were removed. Every element on the pack was given a reason to exist.
The result was a packaging system rather than just a redesign.
When Echte Smeerkaas came next we applied the same logic, same universe, different character, distinct enough per flavour while clearly part of the same family. Echte Kaas followed with its own extension of the system.
Three products. One coherent visual world. A brand that was always honest and is now impossible to miss.
