Double Dutch targets the high-end market
With a design deemed “too funky”, “too colorful”, and after the failure of their communication around their natural products and brand story, the De Haas twin sisters reached a point of no return. It was when a customer told them he loved their premium drink, but was still looking for a way to serve it with the label hidden, that they knew it was time to rethink their brand’s graphics and design.
Double Dutch, founded in February 2015 by two Dutch twin sisters, produces premium, natural, alcohol-free drinks designed to perfectly accompany and balance spirits.
Thanks to their advanced studies in entrepreneurship, the twins ventured down the road of market research, which led them to the creation of the Double Dutch brand. Offering a perfect blend of selected quality ingredients with no artificial flavors, preservatives or colors, Double Dutch contains just 33 kilocalories and a wide range of flavors that meet the expectations of consumers who want to consume fewer calories and less sugar.
“We are convinced that our new labels will make all the difference”.
Joyce De Haas, co-founder of Double Dutch
Perplexing graphics
“More and more people started telling us that our labels looked too much like the competition’s, so the main objective was to redesign our brand to best fit with the spirits market and be completely different from other sodas, but while also telling our brand story.” says Joyce De Haas, co-founder of Double Dutch.
The twins approached a London-based communications agency to create an entirely new vision for their brand that would enable them to achieve their goals.
The new graphic depicts two women relaxing over a glass “in perfect harmony”, with eye-catching graphics using hot foil stamping and black ink superimposed on a white background. The brand is now easy to identify, and the intriguing label design sets them apart from competitors, while communicating their brand story.
The ‘Look & Feel’ of the label
Now it was time to tackle the “look & feel” of the label, which was also a key decision for the twins to make. Once again, their aim was to differentiate the Double Dutch brand from other premium soft drinks on the market.
So the de Haas sisters contacted labelletiquette.fr, armed with their new designs and objectives.
“We’ve been working with them since the launch of our products, so we’re really excited to be part of their brand redesign!” says the labelletiquette.fr business developer.
We took a vote, and customers unanimously preferred the textured labels, since no other beverage of this type offered them.
The future of Double Dutch
“We’re convinced that our new labels will make all the difference,” says Joyce. “We’ve just won a start-up award, which bodes well for the future of our brand.
Our warmest thanks to Double Dutch for allowing us to share this journey together. We love their new labels and can’t wait to see their brand evolve over the long term.
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