The power of brand differentiation

“Every touchpoint must converse the manufacturer,”​ explained Van Gerwen, noting that goes for the packaging, much too.

“It’s not just about the solution itself, but the model story driving it.”

Ahead of London Packaging Week, organisers Easyfairs spoke to Van Gerwen to achieve insights into his earth: the realm in which art intersects with packaging style and design.

Making a culinary identity

A movie director and director of pictures, Van Gerwen’s experience entwines each the complex and creative mechanics of creating brand benefit, a method the Amsterdam-headquartered company cash as its ‘culinary id creator’.

It’s every single manufacturer owner’s dream to have their brand name immediately recognised and remembered devoid of substantially effort, but in spite of some very potent trends and dominant group traditions directing the landscape, Van Gerwen contends “there is so much sameness in the depiction of foods”​ currently.

“A culinary identity is a technique that dictates possibilities in foodstuff depiction,” ​he states.

These are the visual signals – either tangible or intangible – that signify the food, a thing that every client falls again on when earning a getting determination.

“We all make alternatives in food stuff depiction that steer us initial of all in the route of consistency, but 2nd of all to be exclusive,”​ adds van Gerwen.

“Your manufacturer has to be recognisable and it has to be meaningful. It is really not just about the solution itself, but the manufacturer story driving it.”

Olaf van Gerwen

Olaf van Gerwen

Getting this idea more, in another job interview Van Gerwen described, ‘while sporting a neon beanie in Soho House may sign that you belong to a specific group, it fails to spotlight a one of a kind personality.