2_DiscoverBenelux_Issue21_Sep_2015_Q9_Scan Magazine 1 28/08/2015 20:45 Page 19
Discover Benelux | Product Design & Packaging | Mountain
‘A secret profession, yet I’m in every cabinet’ It’s one of those crafts that goes by solely in the background, and still everyone knows of its existence and uses the products.“I kind of like it that I have a secret profession,” says André de Koning, owner of Mountain Design in The Hague. TEXT: CATHY VAN KLAVEREN | PHOTO: MOUNTAIN
“When someone opens his cabinet, our design will probably be in there,” says De Koning. He and his company design some of the most memorable Dutch articles. And by that he means the packaging of them. For instance, the pot of peanut butter by Calvé, or what about the cartons for De Ruijter hagelslag (chocolate sprinkles) and also Roosvicee is on the list. And these are the tip of the iceberg. By stating that they are ‘brand tailors’, the team at Mountain gives the brands their identity. “And that is a constant process. It’s always a puzzle, figuring out how the client wants their brand to be recognised. We’ve been doing the peanut but-
ter for almost 20 years now. We walked the brand through its own identity. That changes, because sometimes the manufacturer adds a flavour and wants the packaging to match. We make sure the appearance stays up-to-date, as with the other brands we have under our wing.” One of the ways to do this is for De Koning to walk into a supermarket, sometimes as a regular consumer but also at times as a professional, and just start to analyse what he sees. “You have to be very meticulous when analysing a product. What works for one brand, does not make it beneficial for the other. What’s important is how people react when they see the product. You have
to really stand out because the supermarkets in the Netherlands are often much smaller than those in foreign countries.” When De Koning professionally analyses a product, he takes photos of it. Other brands De Koning and his team have worked and are working on are Campina, Coca-Cola, Brinta, Dommelsch and even a Belgian classic: Jupiler. But what De Koning really wants to do, is to work for Hak. “That is so typically Dutch, I would love to help design it.” At Mountain, they want to make sure their tagline sets foot in every household: 'Meet me, Inspire me, Choose me, Love me'. www.mountain.nl
Issue 21 | September 2015 | 19
Promoting Belgium, The Netherlands and Luxembourg.