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Brand Strategy
Creative Direction
Identity Development
Florine van Rees
Emmanuelle Bastiaenssen

Nutritious solutions since 1662

Van Eeghen is the oldest family business in the Netherlands whose origins date back to the 17th century where they sold spices like cinnamon to the VOC ships. We were honored and thrilled that they commissioned us to create a completely new brand strategy with their new focus on nutritions. Heavy corporate transitions require smart, adaptable and ‘outside’ teams to collaborate. When working with Van Eeghen, companies can rely on this. A new accompanied identity had to ensure a better representation of where the company stands today with their unique portfolio of supplements they offer to top nutrition companies worldwide.

1662 — start of trading spices, coffee & sugar
2013 — start of a future chapter: nutritions

Ratio and Emotion

The main goal was to help the brand transition from a respectable trader to a modern and highly knowledgeable distributor. Whilst collaborating closely with the team on the company dna, we noticed such great energy and spirit that it became essential to encapsulate this into the new identity. A pleasant friction between thoughtfulness and playfulness.

Modern Encyclopedia

Like a modern encyclopedia, simple, elegant and stripped down to its function, we developed an entirely new system to organize and visualize their products. A concept that is above all – moldable and translatable into digital and printed stationery. As a result, we were able to show off a huge amount of products in a clear and comprehensive manner as well as demonstrating how knowledgeable vaneeghen is. The vivid shades of green were inspired by the beautiful old encyclopedias.

'Order is the shape upon which beauty depends'
Pearl Buck

Naming and Wordmark 

An important and very challenging part of the rebranding was to rename the company. The hiterto name ‘van Eeghen Functional Ingredients’ turned out to be too difficult. We chose to shorten it into ‘van Eeghen’ and connected the two separate words for better international readability. This gave us opportunities to create a custom typeface logo with references to ‘molecule-like’ grids. To accompany the wordmark we came up with ‘nutritious solutions’ as their new pay-off.

Containr thoroughly understood our DNA and translated this into a next level brand identity
Jeroen van Eeghen — CEO vaneeghen

A strategy driven agency championing food, beverage and hospitality industries


We interweave brand strategy, branding and spatial surroundings into multidimensional statements. By triggering business ambitions and visual aesthetics in equal measures, we enable boutique brands and multinationals to take the lead in this ever-evolving landscape. Since 2001 we have focused on the premium food, beverage and hospitality industry, creating from bottle designs to brand names, bars, books, boutique hotels and everything in between. These insights and experiences drawn us into innovation- related industries, which now have become a second nature to us.


Creative Direction · Packaging · Scenography · Spatial Design · Branding · Digital · Identity Development · Concepting · Art Direction · Brand Strategy · Web development

For further inquiries feel free to contact us at

Contaínr Affaìrs
Goudsesingel 208
3011 KD Rotterdam
The Netherlands
+31 10 42 54 997