Repositioning the kitchen as the heart of a home.
Intro Insight Idea Impact
Pure dedication since 1973

ASTO is a beautiful family kitchen store based in the Netherlands. ASTO, founded in 1973, is active in the middle and higher segments and offers high-quality kitchens and appliances to consumers, architects and real estate developers. It has grown exponentially in recent years and needed help with a strategic repositioning and rebranding.

2021 Brand strategy - Identity design - Branding

Heart of the home

As we took an in depth look at the hierarchy of the total brand landscape, we’ve created a brand strategy centred around kitchen lifestyle. As the kitchen evolved from a functional space into a proper living area, it has become a connector between other living spaces and the epicentre of the house. The place where you spend time with family and friends. 

The affordable luxury brand

We pivoted ASTO from a project-based kitchen company to an affordable luxury kitchen brand, with three values that mark the renewed Asto brand. Solid for the heritage, knowledge and the drive to stay on top. Warm for the homely vibe and service it provides and Tasteful for the remarkable and tailored approach. The logo is based on a firm font depicting the founding year as a trademark in superscript and behaves as the centerpiece of the design grid. This solidness is warmed up with tactile textures, a homely color scheme and humanistic photography. 

A valued member in a family of businesses

ASTO has worked really hard to change the fabric of its company to fit the new strategy. The identity has been put on display throughout the company, from stationary items to the workers’ clothing. In 2023 the new showroom was opened with new kitchens and appliances and a unique room dedicated to swatches. These major changes that ASTO has made, caught the eye of Dhomus group, who took a share in the company. 

Office for mission & vision, look & feel.


We are Containr Affairs, an office for mission & vision, look & feel. Our team of creatives think, make and build for bright entrepreneurs and marketing executives who want to take the lead and change the face of the boardroom. Whatever position your brand is currently in, we help you identify where to go next.

Acclaimed for three practice areas, we work as follows:

Compass. We start by researching cultural shifts that map out the universe your business plays in and how this affects your actions. We connect with your ambitions through conversation before (re)shaping your brand fundamentals, which will lead to clarity, underline culture and foster your ambitions.

Creation. Your brand is a sum of all parts. How it looks and feels. How it talks and sounds, and how it tastes and smells. In this phase we bring fundamentals to life and create you a proper stage performance. Our studio executes creativity without boundaries, to make sure your story is admired on paper, on screen and in-store.

Content. For brands who need to stay relevant on a daily basis, our studio offers high quality and fast production of brand journalism, imagery and graphic design across all channels.

Since 2001 we have delivered results for bars, bodegas and boutique hotels, beer, booze and beverage brands, buildings and building companies, beauty brands and bespoke perfume houses. With most of our clients we have built lasting relationships. Others even became partners in business.

Talk to us about your next move.


Brand creation · Brand transformation · Brand strategy · Brand naming · Storytelling · Identity design · Campaigning · Brand activation · Packaging · Digital design · Brand journalism · Branding · Concepting · Imagery production · Spatial design · Web development

New business

Partnership for us starts with understanding each other and having conversations. We listen to clients' needs, asking questions about their ambitions and understanding where they want to go so we can create an informed approach.
Get in touch to discover where to go next

+31 10 42 54 997

studio containr affairs

Contaínr Affaìrs


Goudsesingel 208
3011 KD Rotterdam
The Netherlands


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