Trends Spotted in the Netherlands

4.10.17

Ever wonder what the inside of a shop inside Amsterdam looks like? Now you can get a little taste! Our intern Sydney took a trip to the Netherlands recently, and she took some snaps of awesome packaging that she saw. Here are a couple trends she spotted abroad.

JUST ADD ______

There were a lot of pre-packaged goods that combined ingredients for ready made drinks and snacks. Teas with sweetener loaded onto a spoon waiting to be mixed into a cup of hot water were a favorite. "Festival in a Bottle" was an innovative way to add some excitement to a plain bottle of liquor with dehydrated fruits and spices. And for a delightfully simple mix-it-yourself refreshment, there were kits that included everything you'd need for a fresh gin & tonic.

QUITE THE CHARACTER

The Dutch are embracing bright and bold colors, in contrast the modern packaging we typically see in the States. These eye-catching hues were seen in shelves all over stores. There were chocolate bars that sported vibrant, contrasting patterns that worked together in perfect chaos. In addition, there were a lot of whimsical illustrations and characters - even in products that aren't necessarily marketed toward children. The shifty eyes on bottles of Karma Kombucha couldn't be ignored when walking past the refrigerated section!

IN THE SPIRIT OF TRANSPARENCY

One trend that's clearly a hit across cultures is transparency - both in the literal, visual execution of packaging solutions, but also in the key messaging that brands are sending. The desire to eat "clean" has spurred a movement that pushes companies to lay everything out on the table - particularly ingredients. It instills a sense of authenticity to look at a product, and know what's in it before checking the nutrition facts. Like in the U.S., this is extending to all kinds of foods - crackers, soups, condiments, drinks and more. It can also be expressed in simple, minimalistic design. Lemon Poppy has executed this phenomenally, from package to product.