Fancy bin company wants to seduce you

10 March 2014

Dutch homeware brand Brabantia is launching new branding and packaging in a bid to reposition itself as an ‘interior design brand’.

The new identity was created by Amsterdam-based Studio Aandacht, working with fellow Dutch consultancy Agency Proud on packaging design.

Mechteld Petersen, value director for brand, marketing and product innovation at Brabantia, says the new look aims to give a "more approachable, feminine and warm" feel.

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"Our aim was to soften our brand", says Petersen. "We want to seduce our consumers with our new packaging by touching their hearts".

Brabantia manufactures products including waste bins, laundry racks, food storage containers.

Just say that out loud: "We want to seduce our consumers with our new packaging by touching their hearts".

Christ on a bike.

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