BRANDING & PACKAGING DESIGN
A cut above
the rest
DESIGN FOR MEESTERFRIET
THE CHALLENGE
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Heading about
design
THE CHALLENGE
Earning a spot
on the menu
The hospitality market already knows its fries. With several established brands already competing for attention in professional kitchens, the challenge was not simply to stand out. It was to give Meesterfriet a clear and compelling reason to be chosen.
For Meesterfriet to earn its place, the proposition had to answer one important question: What’s in it for me?
The answer became a carefully balanced promise: artisanal-quality fries with the practical benefits hospitality businesses care about most. Better margins, quick preparation, consistent quality and a more sustainable product. All without compromise.
To bring that promise to life, we created a brand identity that feels both premium and grounded in craftsmanship. Deep green signals quality and confidence, while warm beige adds a sense of purity and natural ingredients. Subtle touches of gold bring warmth and hint at perfectly crisp, golden fries.
To reinforce the craft-driven positioning, we introduced a handwritten signature that adds personality and a human touch. Clear, hospitality-focused communication and intuitive icons help busy professionals quickly understand the benefits immediately.
THE RESULT
From first impression
to final bite
Great fries begin at the source. So does the identity. The logo draws inspiration from the wooden harvest crates used to collect potatoes, grounding the brand in craftsmanship and the product’s origins from the very beginning. Stacked crate illustrations extend this visual language, bringing freshness, authenticity and a sense of care into every touchpoint.
At the centre of the identity, a simple icon captures the transformation from potato to fry, turning the journey from field to plate into an instantly understood visual cue.
Photography brings the full story to life, from the grower to the final moment of enjoying the fries together. Farmers, finished dishes and carefully chosen details connect craftsmanship with the warmth and togetherness hospitality is all about, communicating quality, care and sustainability in a way that feels genuine. Craft-inspired quality marks further strengthen trust and reinforce the premium feel of the brand.
Meesterfriet made its debut at Horecava, the Netherlands’ leading hospitality trade show, on the Bidfood stand. Supported by a fully aligned brand experience, from staff clothing and flyers to stand design and communication materials, the launch introduced Meesterfriet exactly as intended: authentic, professional and unmistakably craft driven. Meesterfriet, built from field to fryer.
A cut above the rest
Project
Meesterfriet Branding
Client
MEESTERFRIET
Market
The Netherlands
Services
Creative workshop
Visual identity
Graphic design
Packaging design
Artwork & dtp
Brand activation
THE ASSIGNMENT
From potato field to hospitality favourite
Launching a new fries brand in a crowded hospitality market takes more than great taste. It requires a compelling story, a clear proposition, and a brand chefs and hospitality owners immediately understand and trust. That is exactly what Meesterfriet stands for.
Together with the client, we shaped the brand from the ground up, developing everything from positioning and naming to identity, packaging, activation and website. Strategy and a naming workshop helped define a clear direction, resulting in Meesterfriet: a distinctive Dutch name rooted in craftsmanship, hospitality and mastery. Master of the land. Master in the kitchen.