When founder, Gerry, approached AS Advertising about rebranding his line of imported Dutch treats, it was an opportunity to create an authentic Dutch experience — not just a logo. By incorporating iconic elements of Dutch culture like bicycles, gabled rooflines, and Van Gogh's unique swirled painting style, we've created a memorable, eye-catching brand that can transport you to the cafes of Amsterdam with every bite.






When founder, Gerry, approached AS Advertising about rebranding his line of imported Dutch treats, it was an opportunity to create an authentic Dutch experience — not just a logo. By incorporating iconic elements of Dutch culture like bicycles, gabled rooflines, and Van Gogh's unique swirled painting style, we've created a memorable, eye-catching brand that can transport you to the cafes of Amsterdam with every bite.




BRAND IDENTITY

When developing the logo for Cafe Amsterdam, it was a priority to reflect the true experience of enjoying a freshly baked treat alongside a cup of "solace" (coffee) in a cafe in Amsterdam. To portray this experience visually, we incorporated traditional visuals of Dutch gabled buildings, windmill, and the shape of the Imperial crown into a refined and modern icon. With the completed logo, we've not only captured the essence of the city of Amsterdam but created a memorable identity for customers and retailers alike.


PACKAGING

For Gerry and Cafe Amsterdam, standing out on the store shelves and providing an authentic Dutch experience were the ultimate goals. By using a bright, friendly orange hue synonymous with The Netherlands, iconic illustrations and Van Gogh's signature swirls as a base to our designs, the packaging succeeds in catching your eye in a retail environment.


WEBSITE

During early strategy sessions, it became clear that Cafe Amsterdam's website would need to be a resource for retailers and wholesalers while still offering a valuable, user-friendly experience for customers. The website was also a prime opportunity to create a meaningful, engaging expression of the brand story, giving users a distinct mental picture of enjoying Dutch koekies alongside a canal in Amsterdam and more.