Mepal

A Simpler Identity

A fresh look for a Dutch favorite

CHALLENGE

Giving the Dutch staple a fresh look

For 75+ years, Mepal has been a household name in the Netherlands. From lunch boxes to food containers, every Dutch home probably has a Mepal product, whether they realize it or not. As Mepal expands into new categories and markets, how can the brand stand out from the crowd while staying cohesive?

APPROACH

Create a simpler everyday for all

While competitors promise ‘life-changing’ products that make life complicated, Mepal knows that true enjoyment comes from using products that work well, time and time again.
Introducing the new Mepal, boldly defined by one word: Simpler. Turning its joy of creation into customers’ joy of use, the brand creates products that are simple to choose, use, and like.

SOLUTION

Joy in Simplicity

With Simpler as the starting point and inspiration, we crafted a cohesive, minimalist visual identity. Its stacked, modular graphical system serves as a blank canvas for other brand elements, providing structure, clarity, and flexibility while also nodding to its organizational products.

Mepal’s photography is minimal yet vibrant, where bright backgrounds and hands-only styling spotlight how the product fits into the user’s everyday life.

With a wide range of colorful products, Mepal’s palette must remain consistent and distinctive, especially in packaging. Using colors as classifiers, we help each product category stand out while keeping it unified and harmonious on the shelf with secondary shades.

“Simpler” echoes in the brand’s tone. Mepal speaks optimistically and practically, always with a fun twist. Finding refreshing and relatable angles in every message, the brand is direct but never plain.