DE NEXT BIJENKORF  REBRANDING, STRATEGY, IDENTITY, NAMING

De Bijenkorf is a chain of high-end department stores in the Netherlands with flagship store at the Dam Square in Amsterdam.

RETHINKING: 10 years ago most people probably thinks the word "Expensive" is related to a lot of money/luxury, but in recent case, expensive has changed his meaning, not only a representation of huge amount of money, it is an environment-friendly and organic lifestyle.

GOAL: The goal was to give a new identity to guide consumer to a healthier and more environmental-friendly buying attitude.

At Willem de Kooning Academy, Rotterdam, the Netherlands