Client / Superunie
Project / Bio +
Category / Packaging design & visual identity

BIO+ is one of the largest food-brands in the Netherlands. What's unique about this brand is that it consists of a unique collaboration between farmers, food manufacturers and supermarkets. This collaboration allows the brand to offer an extensive choice of organic products in the supermarket. Available to anyone for a good price! 

BIO+ is owned by retail organization Superunie and can be found in all of their supermarkets like Coop, Spar, Hoogvliet and Plus.

Let us tell you something about the design; We were called in when the BIO+ brand had just completed a restyle. Mountain created a fully-fledged and workable packaging design with unique elements. By applying these elements in a powerful way, it was possible to roll out the entire style consistently yet dynamically across the entire range. 

The look and feel of the packaging is no nonsense with a slanted logo in different colors on a white canvas, combined with the beautiful photography. It gives the products a modern look and feel. Honest products for an honest price. That is the + of BIO+.

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Client / UDEA
Project / The Ice Cream Factory
Category / Packaging design & Visual Identity

The Ice Cream Factory has been making the best organic ice cream for almost 20 years. With organic ingredients straight from nature, they continue to surprise us. The ice cream masters monitor the quality with a lot of care and they are always looking for new types and flavors.

The products and formula of The Ice Cream Factory has been a success for years. We were asked to take the entire identity and packaging to the next level, and it worked.

The first thing we wanted to achieve was to make the concept around this brand one that was logical, fun, tasty and fitting the brand image. We created a dynamic and colorful world using a graphic of a ‘conveyor belt' to bring the world of The Ice Cream Factory to life.

Throughout the whole brand identity, in advertisement, point of sale material, on the website and on the packaging, the Ice Cream Factory is the place where it all happens. The ingredients come straight from nature through the Ice Cream Factory into your ice cream.

The range consists of ice cream, fruity ice and vegan ice. Each range has its own look and feel within the family. Sometimes playful and sometimes modest. It depends on the type of flavour, but the consistent look connects the brand in all aspects. 100% Pure & Natural and most of all fun & tasty.

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Client / Superunie
Project / G'woon thee
Category / Packaging design

g'woon is a private brand of the organization Superunie that can be found in several supermarket chains. It consists of a rich and versatile range of daily products affordable for anyone. The g’woon products reflect the day to day moments in life that we all know and recognize. Always able to give you a smile. The brand has been around for a while, therefore there was already a base to build upon. It was well put together, but also needed an upgrade. A challenge that gave good insight into our expertise and experience.

Let's look at the tea range as an example.
Firstly, we improved the branding and reading sequence. The characteristic of g'woon is the setting of the product in daily use and the striking use of color. Of course, we reworked the unmistakable sentences with a slight twist along with an interesting image. In the shadow of the cup, we tell a story that matches the taste or type of tea and connects to the g’woon message.

With this packaging we hope to enrich the tea with more experience and depth. It supports the character of the products in a unique way. And it makes the packaging more exciting and fun to look at. Especially when you know that every tea has its own shadow.

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Client / Maxeda DIY Group
Project / Perfection
Category / Packaging design

Perfection is a paint brand of the Maxeda DIY Group (Praxis and Brico-B). It meets all professional standards; it covers well and it's a pleasure to work with. The gigantic assortment of colors, paintbrushes, rollers and other painting tools are affordable and made of great quality.

Perfection had to be built from scratch, into a brand that had a clear story and was easy to translate across the entire range. In addition, it had to emit the right quality in all communications. That started with a clear brand positioning, a strong visual identity, and a striking logo.

The line or signature in the logo refers to the hand of the master: The best there is. Combined with the font, it tells a story of classical craftsmanship. Partly by framing it on an imaginary label with a subtle line pattern, often placed on a tasteful modern background color, the look has even more class. Success lies in this classical simplicity.

You see and feel the finesse! Exactly as you would want to find in your own painting. There is nothing more satisfying than enjoying a good result. Certainly for those who need a little bit of extra help within the DIY department.

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Client / Akkerlust
Project / ice cream
Category / packaging design

This project was so much fun. Demi, the owner of the Ladies of Akkerlust, is a young ambitious and passionate woman from Stompwijk. She and her husband run a farm with beautiful dairy cows. 

One day she decided to start making ice cream. And not without merit. Truly delicious. Enriched with pure ingredients and made in a traditional and sustainable way. Initially the product was for sale as a local product at the farm.

Until she asked for our help to enable the boost of her business enabling growth. We noticed that she did not only possess ice cream, but also gold in her hands. This requires a striking story, name, brand identity, and of course great packaging.

The name originated as an ode to the beautiful dairy cows that produce fresh milk every day. We put them in the spotlight. Because no cow, no milk. No milk, no ice cream. You must check these ladies out.

Now it has become a cheerful, fresh and powerful brand. Basically, a reflection of Demi and her ladies. 
You can taste the love for the process and the project in all 7 flavors. Dutch at its best. 

Thank you, ladies!

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Client / Valor Frisch
Project / new identity
Category / corporate design & visual identity

Ever wondered where those deliciously sweet tiny tomatoes come from? Somewhere located in the dynamic Westland, you can find one of the best tomato growers in the world. A modern family business with an unprecedented amount of passion and experience when it comes to growing quality tomatoes.

Valor Frisch is a business initiative of top grower Looye in collaboration with Valstar (Best Fresh Group) in the German market. Valor Frisch offers top quality tomatoes with unique, intrinsic, and functional benefits. They also give advice on marketing and sales in the German market. So Valor Frisch is not only a good product, but also represents a rich knowledge of the tomato market.

The Valor Frisch's logo is characterised by the letter "O" symbolising the tomato rising proudly above the word mark. It represents the extra attention, knowledge, and love for the tomato. The end result surpassed the client's needs, therefore we are proud to have been able to create this special and strong visual identity for Valor Frisch.

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Client / Open Universiteit
Project / new identity
Category / corporate design & visual identity

The OU (Open University) is an online university in the Netherlands and Flanders that develops and provides scientific education with an open and accessible character. They wanted to expand this leadership quantitatively and qualitatively, and realized that this would not be achieved by simply increasing educational expertise. That’s why the Open University has asked us to develop a new brand policy, visual identity, verbal identity, and internal branding program.


Firstly, the brand positioning. The sub-archetypes of the Rebel and the Maverick capture the brand character and customer's needs in a striking way. Breaking free from the classical world.


This translates to many aspects of the identity. The character is felt in all expressions. Using bold colors, photography, and tone of voice. The style is full of contrasts to make the viewer and reader think, re-think, and wonder. Sometimes directly and sometimes indirectly. A style full of inspiration, attractive for anyone with ambition.

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Client / Fresh Forward
Project / new identity
Category / corporate design & visual identity

LUNAR is a training institute, a community for free minds, innovators, and the architects of the future. For leaders who see opportunities and are positive about change and progress. Lunar is for those who make an impact by cleverly combining knowledge, both modern and classic style. Knowledge is not the only thing that is needed and 'legitimized' in traditional leadership training. Leadership also includes new, untapped, and unexpected relevant knowledge. In this context, new perspectives arise for tackling burning issues of people and organizations in a different way. This requires an identity.

Because it offers access to a selected group, there is something mysterious about Lunar. That is why the logo is made up of a broad mix of symbols and typography. The star and the unusual typography are slightly alienating.

The rest of the style is a combination of classic, inspiring illustrations and photography. Matching the inspiration and mystique of Lunar. Everything can be combined; that’s when new insights and ideas arise. No clichés, but rather find inspiration in the unusual and unexpected.

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Client / Vrumona (Heineken)
Project / Sourcy water restyle
Category / packaging & Identity design

Sourcy is a proud mineral water brand that obtains its water directly from a Dutch source. Sourcy has been bottling this water for more than three decades, making it one of the best-known mineral water brands in the Netherlands. Sourcy is a naturally pure and refreshing water that is available in a wide variety of types and flavors.

Sourcy consulted us about their lack of identity in store. We recognized that the brand lacked a clear stand-out and was mainly driven by category codes. We advised to make the majestic blue color more important together with enlarging the logo. This would result into a highly recognizable brand identity. Strengthening and increasing the flavor colors, and the ingredients, provide an even more recognizable fresh look.

We have integrated Vitamin Water of Sourcy into the brand identity as well. But it didn't stop there. We were also allowed to expand the entire identity to a world around the brand. The new world of Sourcy.

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Client / Dunea
Project / restyle identity
Category / corporate design & visual identity

Dunea stands for passion for dunes and water. A Dutch water company that uses the dunes in the coastal region to extract drinking water. For more than 140 years, Dunea has focused on providing clean drinking water for the Randstad. A very big responsibility. Of course this all ecologically balanced.

The result of what they do can be measured by the number of newborn amphibians. Dunea takes pride in this. That's why we decided to make use of an amphibian (the frog) in the logo, when we were given the honor of designing Dunea's new corporate identity.

Frogs live in places where the water is clean. This is exactly what reflects Dunea's ambition. Clean drinking water from a healthy environment. A nice detail is that the frog has two clean lines on its back. These symbolize the sand and the water. Dunea is a dynamic organization and covers a large area. Therefore the new identity is visible everywhere, and to be honest, we are really proud of that.

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Client / Westland kaas
Project / Old Amsterdam
Category / packaging design & visual identity

The Old Amsterdam brand is all about passion and dedication. The rich and intense taste of this cheese is the result of the constant search for the ultimate recipe for premium cheese with a character. A true icon.


Mountain is responsible for designing and modernizing the brand. The logo, the packaging, and the entire identity have been re-examined. And with success. The design reflects the unique character of the city of Amsterdam and the iconic value of Old Amsterdam cheese. You feel and taste the atmosphere that cannot be compared to anything else. The combination of these elements is unique in the international cheese world.

We are proud to be able to take the brand a little further step by step.

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Client / New Forrest
Project / Kwekkeboom Oven
Category / packaging design

The classic brand Kwekkeboom re-invented the Dutch snacking category by introducing a range of snacks that can be prepared in the oven instead of in the traditional deep fryer. Tasty, easy to make, and of course healthier.

The Kwekkeboom team asked Mountain to come up with an identity and packaging design for their Oven range. This identity would not only promote this new way of snacking, but also make a statement that breaks the current concepts about snacks. We were also heavily involved in developing an innovation funnel, and with great success!

The first thing we did was choose the a-typical purple color and different type of pack to create instant brand recognition and shelf impact. A choice that has had a huge impact. Purple has since become category-defining for oven snacks. We also subjected the logo to a major upgrade. A complete assignment with an astonishing result.


The impact was so great that Kwekkeboom was richly rewarded by winning several retail awards as well as design awards. Like the Dutch Golden Wheel of Retail for the best product introduction.

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Client / AB-Inbev
Project / Cubanisto
Category / packaging design & visual identity

AB-Inbev asked us to develop a brand from scratch that could play a role in the growing market of the (rum) flavoured beer. Cubanisto was born out of historical origins and the culture of Havana, Cuba. Once, rugged parts of the city harbored a great mishmash of outcasts. They created their own paths in life and didn't forget to throw the best parties along the way. But these parties weren't for the establishment, so it took guts to visit them and experience the real free Latin spirit of the night. An unforgettable experience for everyone.

Only the brave will discover their true Latin spirit

Cubanisto is an exciting mix of beer and rum that will let you get lost in the mysterious nightlife of Havana. We invite you to discover your own and hidden Latin spirit. Only the brave will discover this. The glow in the dark effect makes a night out even more special. We helped AB-Inbev with the total brand development from generating insights, brand positioning and naming, to creating the brand identity, packaging design and promotional materials. A dream project. A great success for us as well as for the customer. Not to mention the fact that we have won quite a few design awards with this design.

The glow in the dark effect makes
a night out even more special.

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