Creativity knows no bounds, and this collection of international firms from around the globe is a testament to that. Get to know these five firms — which represent countries spread out across three continents and speaking as many languages — through these interviews where they dish on what it’s like to work in places as far-flung as Monterrey, Mexico, to Melbourne, Australia, as well as what they see for the design community in the future. It’s international inspiration at its finest, and you don’t even have to board a plane. Bon voyage!
Firm: PROUDdesign, www.prouddesign.nl
Location: Amsterdam, the Netherlands
Specialties: packaging design, brand identity
PROUDdesign, headquartered in Amsterdam, is known for its food packaging designs. Steven de Cleen, the firm’s owner and creative strategy director, explains, “We understand the beauty of seduction and the strength of confirmation in packaging.” That’s why they’ve worked with brands ranging from global giants like Quaker, Lays and Pepsico to the likes of Lovechock, a raw chocolate manufacturer in the Netherlands, and Frenchtop Natural Care, a national organic food and supplements producer. No matter what product they’re working on, they are always taking their name to heart. “The name PROUDdesign helps us to aim for the highest level of creativity within a commercial brief,” de Cleen says. “We’re in it for the quality, not the quantity!”
Tell us about some of your favorite projects.
Arla Organic: The brand wanted to enter the overcrowded Dutch fresh dairy market while no consumer seemed to be waiting for yet another milk brand. Most organic brands are sold in specialist outlets and look very serious. But this one you can buy in the supermarket without hassle and prejudice. We managed to convince supermarket consumers to buy Arla by presenting the dairy in a new way: It reflects the positive feeling consumers have towards nature and want to cherish. It was the second most successful introduction in Dutch supermarkets in 2010. Arla is the evidence that creativity in pack design makes a difference and leads to commercial success.
Tea Bar: This tea shop is run by two ambitious ladies who want to change the way people look at and drink tea. First we developed a new positioning to fit the ambition: tea bar, creators of personaliteas. And then we created a matching identity. In the new design, the character and taste of each blend are willfully named and depicted to stress the personality of each tea blend, with names like “Black Beauty” for a black tea blend with the picture of a horse shoe or “Green Energy” with Lou Ferrigno’s arm. Tea Bar is the evidence that creativity can make a big difference for a small company.
If you had one “mantra” or “motto” when it comes to design, what would that be?
We are PROUDdesign and make brands more valuable through packaging design. This makes people happier. And makes us proud!
Do you feel like being in Amsterdam has an influence on your design?
As a former trading post, Amsterdam has a strong merchant culture. The business sense is strong, combined with a direct, no-nonsense approach. Amsterdam is upfront, and so is our design at times. The city is known as self confident and not always liked for that reason. But why make yourself smaller than you are? That’s why we call ourselves “a great little company.” And we love to work for small entrepreneurs, who have rewarded us with juice, chocolate and tea for life!
What do you foresee or hope for the future of design in Amsterdam?
Amsterdam is the gateway to the Netherlands and the gateway to Europe. The Dutch understand Europe better than any other country; in fact, sometimes it feels like we invented it. That’s why the Dutch are well known for their graphic design, and more recently for furniture design and architecture, too. But hopefully soon for their packaging identity design, as well!
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