Flamingo Co.
Brand strategy
Identity design
Imagery production

Creating a new language for this tropical fruit company.

Flamingo is a Frutos Tropicales Europe brand, a company that specializes in tropical fruits. Partnering with growers all over the world and at the same time focussing on a small range of fruits, FTE ensures a premium quality product that is both sustainable and a positive driver for local communities and environment. To unleash Flamingo’s full brand potential we aimed to make it stand out from its competitors with a strong and credible identity. This involved a small addition to the Flamingo name, a clean and contemporary logo and a sophisticated brand story that balances out the craftiness and the modernness of the brand.

A nod to the vintage

Fruit companies back in the days used wooden crates —burned with their company name and shipping information— to ship their product. We used this as an inspiration to accentuate authenticity of Flamingo Co. The bold and often wide spaced lettering combined with a diamond shaped seal embrace the vintage. But dialled down to its most basic forms it is elevated to a contemporary iconic logo. The sparse use of color —humble pink, black and white— heroes the photography and the fruit in the cardboard boxes. Finally, we’ve created stickers that depict qualities of the product like ‘sun ripened’ and ‘handpicked’ adding valuable context to a story driven identity.

The Story

Flamingo Co. is all about humility, color and light-heartedness. The labour and dedication that goes into a single piece of fruit, the spirit of latin cultures, the unique character of every single farm and family. It all adds onto the Flamingo DNA. Though the logo is clean and contemporary, the story is driven by bright and colourful images of farmers in their sunny desaturated landscapes and the ripeness and juiciness of every single piece of fruit handpicked straight from the fields.

Product and box

As the boxes are stacked up high on a pallet hiding the product from first glance, in many cases the cardboard box is our customer’s first encounter with the product. That makes packaging, especially the boxes, Flamingo’s most important vehicle to establish the brand beyond showcasing the product. Therefore every box no matter size or form has more or less the same layout with the same elements. This ensures the same unboxing experience every new encounter with the product.

A partner to make your mission reality.


We are Containr Affairs, an office for strategy and branding. 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.

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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.


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Goudsesingel 208
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The Netherlands
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