Reviving a household name

Orange Challenge

Blokker may be a corner stone in the high street, but over the years the Dutch homeware retailer has faced increasing pressure from both online and offline. A household name since 1896, the family owned retailer had lost much of its sheen. Its characteristic orange is considered by younger

consumers both outdated and synonymous with lack of clarity on quality and relevancy. The brand needed to be reinvigorated with a new identity and retail concept that played into the contemporary desires and demands of modern Dutch and Belgian households.

Impactful quality upgrade

Building on Blokkers' new mission to 'turn your house into a home', our approach was to completely avoid a generic revival of another orange style. Instead a more sophisticated and outspoken identity was created that assured a quality experience for a younger audience while maintainin

everyday accessibility. More than just a new logo, also a quality upgrade through an identity that injected modernity, confidence and pride back into one of Holland's great retail brands.

Intergrated program

Additionally we redesigned the company's visual identity by complimenting its trademark orange with a vibrant and contemporary palette of fresh hues. The introduction of new modern typefaces introduced a clearer, more contemporary and 'on trend' look across the entire brand, both in-store, on its packaging and across e-commerce. The result? An

enormous reboot that involved a new visual style, online content platform, new own brand strategy and packaging concept, updated store design with a vibrant in-store communication program and distinctive promotional campaigns.

New household brand

We also created a new private label strategy to increase profitability and distinction of the formula. Substituting generic labels across different household categories by its own brand in a flexible packaging concept. A packaging framework that increases its visibility in store and improves the quality appeal. This helps the consumer to choose and

creates an abundance of choice. Overall the new approach strengthens the patronage of its oldest and most devout fans and also got younger families back into the store. The fresh new Blokker is no longer just the corner store from the past. It is now the cornerstone of Dutch and Belgian homeware, ready to compete well into the future.

‘Orange is the new black.’

stores NL and B
rebuilt stores per week
score new stores

Curious to learn more?
Robbert Dickmann
Client Service Director
+31 (0)20 750 3000