Growing big by staying small

After Texels became part of Heineken, it was time to reassess the brand from the ground up.

How could we realise ambitious growth targets while staying an authentic, likeable local brand?

As marketing manager, I led the repositioning — centered around island character, accessibility and small-scale charm.

This project showcases my approach as a freelance brand strategist in the Dutch beer market.

The result: the right tone in both campaigns and design, and strong growth in sales.

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From nothing to something — fast!

Beerwulf’s mission was simple: make speciality beer accessible to everyone and become Europe’s biggest online beer store.

As co-founder and CMO, we went from a simple PowerPoint to a fully operational e-commerce platform — including logistics and fulfilment — in just 200 days.

We developed a distinctive brand name, created a solid identity, and built a platform that kept improving every week.

A concrete example of combining e-commerce strategy, branding and growth marketing.

In 2017 we won the Best Starter Award.

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Not an evolution, but a revolution

By 2014, Brand Bier was ready for a major change

The ambition was clear: modernise the brand, strengthen quality perception and improve visibility to reach a wider audience.

We refreshed the entire identity — a new bottle, new crates, new 6-packs — and invested in the home-brewing competition and new beers.

A strong example of packaging redesign and brand revitalisation in the Dutch beer market.