HART & ZIEL

Brand Strategy / Identity / Packaging / Vehicle Wrap

Launching a Dutch classic to grow a homemade brand.

Challenge

Hart and Ziel is a new premium Dutch food company making big waves in the Canadian frozen food market. A home grown company with a classic dutch product, Hart and Ziel approached Humanfolk to help launch their brand and a frozen Dutch snack food product, Bitterballen into the Canadian market. The challenge was to identify the HAZ market position and build a brand strategy that not only promoted a generally unknown product to the public but also connected with Dutch Canadians in a way that celebrated this highly regarded recipe in Dutch culture.

Solution

Our series of workshops with the founder informed us on the origins of the product and significance of the product in Dutch culture and uncovered some new places to stand in promoting the product. Bitterballen is all about people coming together and sharing an experience. The strategy focused on allowing the product itself to grow the parent brand of the company and so the on-shelf and in person experience of the product and the company needed to be arresting and highly differentiated from the surrounding products in the market. Even the food truck is bright blue and orange. The all around favourite line “What the F*%# is BITTERBALLEN.” The modernist dutch flair of the design system. All these present a brand experience that is fun and exciting while celebrating a culture and a classic food together with everyone they can. Since the launch of Bitterballen Hart and Ziel have grown to their own production facility and produce millions of Bitterballen every month. Humanfolk continues to contribute to Hart and Ziel whenever possible.

Results

Increased Sales month over month

3 Flavors in 42 Stores across Ontario

200k Bitterballen made by hand

Team

Matt Currie

Paul Wilcken

Dave Dick

Logo of Hart & Ziel, featuring a circular emblem with the text "Hart & Ziel" in the center, surrounded by the phrases "Authentiek Nederland" and "Authentically Dutch," with decorative orange and dark blue elements on a beige background.
A dark blue background with a repeating pattern of lighter blue floral swirls.
A collage of four logos for the brand Hart & Ziel, featuring circular and rectangular designs in navy, white, and orange colors.
Text on a beige background that reads 'Hart & Ziel' in bold, dark blue letters.
A style guide for Hart & Ziel branding, including logo, typography, color palette, logo lockup, and branding elements with sections on primary colors, font choices, and assembly instructions.
Three bags of Hart & Ziel Bitterballen Dutch snacks, including roasted chicken, braised beef, and mushroom flavors, displayed on a white surface.
Branding materials for Hart & Ziel, including a food truck with branding for 'Bitterballen and Fries', business cards in blue, orange, and white, and a white tote bag with the Hart & Ziel logo.
Two colorful T-shirts with floral patterns, one navy blue with darker blue flowers on the left and one orange with darker orange flowers on the right, both featuring a circular logo with the text 'Hart & Ziel'.
A food truck festival with a blue food truck offering Bitterballen, a deep-fried snack. There is a line of people ordering and waiting outside, a menu board in front, and a person preparing food inside the truck. Two individuals are shown holding or eating Bitterballen, and one person in front of the truck is holding a package of the snack. The scene takes place outdoors on a sunny day with trees and tents in the background.