Agri-, horti- and food – as a brand
The Dutch agri-, horti- and food industry plays a leading role in the world. Whether it’s greenhouse innovation, flowers and plants export, dairy products or livestock farming. They have always been a pioneer in horti- and agricultural innovation. From seed production to global greenhouse innovation, the Dutch have the know-how and the technology to produce the food solutions of tomorrow.
But there are also challenges; further scale-up, digitalization, production innovation and internationalization is needed to keep this leading position. Branding is an essential step in this journey as a sharp positioning and clear brand profile is needed in order to stay relevant for tomorrow. We can help you build a strong brand in the marketplace. Based on a firm strategy, attractive proposition and distinctive brand design we can help you make the difference.
Let’s grow your business.
Have a look at some of our credentials.
"Building Europe's first premium tomato brand"
How do you market tomatoes when all tomatoes basically look the same and only vary in size and price? You build Europe’s first tomato brand!
The new corporate identity of Looye Kwekers became an umbrella brand to endorse its tomato brands Honey Tomato and JOYN.
By building a brand based on taste experience we were able to establish an emotional connection with the consumers through design.
What did we do?
- Brand strategy
- Visual identity
- Packaging design
- Brand communication
- Brand activation
3x
Award
Winner Pentawards
ADCN Nomination
Dutch Marketing Award nomination

"The world's leading producer and innovator
in agricultural conveyor belts"
Broekema has been developing and producing top-quality conveyor belts for more than 60 years. This Groningen-based pioneering company has now evolved into a worldwide specialist in custom-made applications for agriculture, fishing, and industry.
The firm exports 90% of its products to no fewer than 40 countries. Broekema enjoys an international reputation on account of its technological innovations, its outstanding service, and the reliability of its supplies. That’s good for customers, good for the economy, and good for the environment. It’s not without good reason that Americans say, “Ask for Broekema.”
Based on their future mission and premium ambition we developed a powerful brand strategy for Broekema. We have translated this strategy into an appropriate web strategy and concept. Further, we have also converted the brand strategy to Broekema’s packaging materials. Within the corporate structure of Jager group, Broekema is now a nice showcase of the value of brand design.
What did we do?
- Brand strategy
- Web strategy & design
- Packaging concepts

"Innovation for our future of food caught on camera"
Strong photography as part of the visual identity will represent your business and make your brand stand out.
For Foodvalley we created an unique visual language in line with their brand ambition to rapidly create future proof foodsystems. We selected images for different purposes, levels and thematic, delivering an image gallery with a broad range of use and a recognizable strong photography style.
- Photography style
- Image gallery
"Transforming a commodity into a brand:
Standing out in a crowded market"
In a commodity market, where products are often seen as interchangeable and compete primarily on price, building a brand can make you stand out and create value beyond the product itself. A strong brand builds trust, and strengthens loyalty by creating an emotional connection with your audience.
The Climate Neutral Group wanted to us introduce BBQ charcoal as it should be: honest and real. Real wood, no chemicals ‘attached’. A charcoal that burns easily and lasts for a long time.
By creating the brand ECHT we shifted the focus from price perception to consumer value, enabling ECHT to establish a unique identity in the market. We’ve helped them to communicate their story, values, and promises, making ECHT a brand that is memorable and desirable. In a crowded and price-driven space, ECHT turned a commodity into a meaningful choice for consumers.
We developed a brand that calls upon the primal urge in every BBQ’er. In touch with the elements, close to nature and back to the basics. Awakening the man in you. The man that you can feel when you make a fire yourself and provide for your family and friends. A product that helps you feel the savage in you. A brand that represents the promises. A brand that is real, literally.
A brand that transformed the category.
What did we do?
- Brand strategy
- Visual identity
- Packaging design
- Brand communication
"From functional specs to consumer benefits,
from product to storytelling"
Hoshizaki Corporation, founded in 1947, is a global leader in refrigeration, renowned for reliable, durable, and energy-efficient products. Aiming to lead the cooling category in the EMEA market, they partnered with Brandnew to employ a unified brand strategy backed by integrated branding, marketing, and communication.
To build a strong brand strategy we started with defining the brand itself. The heritage, their DNA, the USP’s and of course the brand promise itself. We created their brand story and a brand book which captures the core and spirit of Hoshizaki.
Based on this foundation we worked our way towards the visual identity and marketing audiences. The biggest insight was that in the rather static market where everyone looks the same and talks about functional specs, we would like to focus on the end user and their relation to the equipment. Because working with the best possible equipment helps you to perform better as a professional.
The consumer focus instead of product focus has the aim of making the professionals feel that Hoshizaki understands them and their challenges, creating in this way empathy and so trust. Whether it’s a bar, bakery, restaurant, or hotel, we make you perform better. Based on the Japanese precision, craftsmanship & dedication we created the brand spirit; When cool becomes brilliant.
What did we do?
- Brand strategy
- Visual identity
- Brand communication
- Brand activation
"Disrupting the shelves with an impactful packaging design"
When Stefan and Patrick stepped into our office, it was clear they aimed to disrupt the system. With expertise in agriculture and science, they sought to modernize Dutch tradition with a “can-do” attitude, giving birth to a bold challenger brand: Yespers.
Yespers promoted sustainability across the supply chain before it was trendy, focusing on reducing food waste and fostering social inclusivity. To embody this vision, Brandnew introduced the creative concept “But becomes &.”
The name Yespers, rooted in Dutch minimalist design, reflected “less is impact.” A vibrant color palette, unique photography featuring elastic-banded ingredients, and a sustainable carton label captured the brand’s ethos. Recognized in the design industry, Yespers set a new standard for impactful and innovative branding.
What did we do?
- Brand strategy
- Visual identity
- Brand communication
1x
Award
Winner Gold Pentawards
About Brandnew
At Brandnew we believe in the power of the brand. Not just any brand but a strong iconic brand with a sharp positioning and differentiating profile. Whether it’s about growth, internationalization, mergers or margin we know where we can add value for your brand. We are highly experienced in the agricultural sector and we can make a difference on both B2B or B2C profiles. Want to know more about how we can help to grow your business? We’re just one phonecall away!
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We're nearby.
With offices in Los Angeles, Amsterdam, Prague and Singapore the world is our playground.
Does your brand have travel plans yet? Let’s discuss where to go.
- 1663 Brooks Avenue
- CA 90291 Venice
- USA
- Werfkade 35
- 1033 TA Amsterdam
- the Netherlands
- 178 Paya Lebar #2-04
- Singapore 409030