Re-branding Flevo Lokaal
In 2023, I was approached by Thera van Heuveln of Flevo Lokaal to develop a new product line for Flevo Lokaal from my company Liesbeth Ronden Creative Packaging Design. My company’s focus is on sustainability in combination with food, so I wanted to get involved in this inspiring initiative. The Municipality of Almere’s 2021-2025 Food Strategy was the starting point for the development for the new product line Flevo Lokaal. This contains Flevo Lokaal’s core ambition: pride in the beautiful, local, regional products and initiatives. The goal is to bring these to the attention of a broad group of consumers as much as possible. Flevo Campus’ Supermarket of the Future project seeks to express this food strategy in various ways. For the long term, this is broad and innovative: What does the Supermarket of the Future look like and how is it created? And for the short term, it is narrow and pragmatic: What products could be in the Supermarket of the Future and is that already feasible? When Thera van Heuveln asked me to create a re-branding for their brand and packaging, I was immediately excited. This great initiative, with good and special products from local entrepreneurs deserves a distinctive look and a permanent place in the supermarket. It was up to me to create a working total concept. From the market there is a need for sustainable, local and small-scale products. There are plenty of great ideas, but together with the Flevo Campus team we put them into practice.
Because several local products are involved, an umbrella brand was needed. In this regard, the name played a leading role and Flevo Lokaal was launched as the brand name for local products. In this way, I embedded the brand essence in the brand name. The Flevo Lokaal brand is an incentive to stimulate the regional eco-system for food entrepreneurs and to put Flevoland on the map as a food region.
Under the ‘Flevo Lokaal’ banner, about four products, made by food producers from the region with local ingredients, are currently already available in a select number of Almere supermarkets. Flevo Lokaal thus wants to pull ‘local food production’ out of the small scale of regional markets or specialty stores and make it available to a wide audience. In addition, with this initiative, Flevo Campus is offering local entrepreneurs unique access to supermarket shelves. Very surprisingly, although these are local products, they have a Surinamese twist, for example. Or products that include madam Janette pepper and sopropo in addition to the Dutch potato!
Because it is a broad and innovative project with challenges, such as feasibility, scalability, technology, and logistics, I have designed a clear packaging concept. The logo is prominently displayed on each package to firmly position the initiative as a unifying factor. The logo feels like a seal of approval. Clear and clean, each time telling a new Flevo Lokaal story. Additionally, the local ingredients are illustrated and visibly featured on the packaging. The focus is therefore on the brand, as the consumer will first need to get to know this initiative.
And although Flevo Lokaal is a local initiative, the idea behind it is much broader and particularly relevant in light of the current climate and biodiversity crises. Flevo Campus seeks solutions to urban food challenges through research, innovations, and experiments. They see food as a tool for change and are working towards building a sustainable, healthy, and accessible food system for everyone. In this, they aim to better equip both citizens and producers to make conscious food choices. I incorporate these values from Flevo Campus, as well as the core values of Flevo Lokaal, into designing the visual identity. A recognizable signature—accessible, cultural, and embodying a sense of shared responsibility. It is, after all, a local initiative that needs a clear presence in the market.
The stories of the individual entrepreneurs are unique and rich. Via the QR code on Flevo Lokaal's packaging, you can view and read in depth stories and videos of these entrepreneurs on the website. But on the shelf, the packaging must do its job and gain many fans. Our dream is that local consumers walk into the supermarket and immediately check the Flevo Lokaal shelf to see what local products are available this time. Hopefully, the shelf rotates so well that Flevo Lokaal acts as a springboard for producers to secure their own permanent spot on the shelf.
I am happy and proud that, through Liesbeth Ronden Creative Packaging Design, I’ve had the opportunity to contribute to this brand, and I’ve already become a fan of cooking with local products myself!
Nominated for the Pentawards 2024!