Fortuin – Wilhelmina
Royal
flavour
Refreshing a Dutch icon
Fortuin – Wilhelmina
The Challenge
Wilhelmina Peppermints, a beloved Dutch classic, needed a brand refresh to secure its relevance for the next 130 years—without losing its iconic heritage in an evolving retail landscape.
Strategic & Design Approach
We leveraged Wilhelmina’s rich brand equity by modernizing its iconic assets while introducing a unified, bolder visual system. The goal: enhance shelf impact, strengthen brand recognition, and create cohesion across packaging formats.
Brand Strategy | Logo Design | Packaging Design
Visual Identity
The queen silhouette was respectfully elevated, framed within a simplified, modern design. A prominent, bold brand colour—echoing tones from the Dutch flag—was introduced for instant recognition and standout shelf presence. The refreshed palette and clean design align with current packaging and retail design trends, ensuring relevance in a competitive category.
Results
The rebrand strengthened Wilhelmina’s shelf visibility and overall brand consistency across packaging formats. The refreshed identity preserved the brand’s heritage while appealing to a modern audience, reinforcing its iconic status in the confectionery category. With improved recognition and a cohesive presence, Wilhelmina is now well-positioned for continued relevance and future retail growth.
