Studio Kluif

Nedap is a stock exchange-quoted company that focuses on developing and supplying innovative and durable solutions for security, electronic controls, automation, management and information. In 2012, Kluif designed the new corporate identity for Nedap. The basic icon for the new Nedap logo is an asterisk. This typographic symbol is commonly used as a call out for a further explanation of a certain topic. The technology that Nedap makes is technology that matters: sufficient food for a growing population, clean drinking water throughout the world and smart networks for sustainable energy are just a couple of examples of themes Nedap is working on. By using the asterisk Nedap tells the story behind these themes and the solutions they come up with.
In the annual report, all of Nedap’s business units found their place on the walls of a virtual exhibition. This time the asterisk was not only the symbol of depth but also as the spark of inspiration and imagination. The art pieces always have a detail of the asterisk in them and symbolise the field in which each business unit operates. With the use of QR codes, the reader was able to get the in-depth story.

Almost everyone knows Intratuin in the Netherlands, 97 percent to be exact. With a market share of 30 percent in garden centers and 9 percent in the whole garden industry, Intratuin can call itself marketleader in the Netherlands. In 58 stores (5 of them in Belgium) approximately 80,000 different items are being sold. A lot of these products belong to Intratuin's Private Label.

Intratuin offers a wide range of pots- and garden soil. Divided into biological, basic, ambience and premium. Studio Kluif was responsible for all these product lines. Designed with a clear basis, but each with its own recognizable look. In the basic packaging the product itself plays the leading role. The smart and clear typography shows immediately what the product is and what's it used for.

The theme of this annual report is 'Endless Energy'. The report has a transparent sleeve with thin black lines. Taking off the sleeve results in a great effect, the images on the cover start moving! The earth is bursting at the seams with energy, sometimes literally, as in the case of volcanoes. Energy is also available in massive quantities: coal, brown coal, oil, gas, wood, hydropower and nuclear energy are the best-known examples. And what to think of the energy in the universe, the power packed in heavenly bodies such as the sun? But there may be an even more vital form of energy, the energy locked up within people themselves. This is the energy that powers a company; the energy that is needed to kick-start initiatives, motivate change and get people moving. The energy that drives other energies. This report approaches the energy theme from all possible angles. 'Endless Energy' made with endless energy!

The new corporate identity which Studio Kluif developed for Poppodium 013 is nominated for the Communication Prize 2010. This prize is organized by Communicationclub Bourgondië (CCB) and reaches its 15th edition in 2010. CCB is a professional association in the field of advertising, PR and other communications disciplines. The Communication Prize was created to put the performance of the communications industry in the spotlight. The prize is well-known in the industry. At the 'Meet The Jury' evening, director Guus ten Hooven from 013, accounted for the design of the new identity. The jury praised the 013 identity as innovative for the branch.

Kluif is proud to announce that the Nedap annual report 2010 is nominated for the NY Festivals 2011. The title of the annual report is ‘Be different to make the difference'. Not a randomly chosen concept, but a fact which aims directly to the genes of this listed (stock exchange-quoted) company. It's not about being different as a purpose, but being different to make the difference in the end. The concept of this annual report is perfectly translated in the overall production. An exceptional shape in the bookcase, smart typographic ideas and a simple but effective photography. It all results in an annual report with a clear view, the view of Nedap.

Food designer Marije Vogelzang created a lunchbox book for kids, full with inspiring ideas. A monster-box, a secret messages-box, a broken heart-box... Eating lunch was never so much fun!

Studio Kluif had the honour to design Marije Vogelzang’s first ‘Eat Love’ publication! After her graduation from the Design Academy in Eindhoven in 2000 Marije Vogelzang has been designing eating concepts. Her interest is in the verb ‘to eat’. She does not only deeply think about what is on a plate (if there is a plate at all), but she also thinks about everything that surrounds the act of eating. The atmosphere, the people involved, the stories behind the ingredients, the taste and texture, sound, smell and colour of food and the way it is prepared and served. She looks into the effect of food on our body and follows the journey food makes from seed all the way to becoming poop. Thinking about all this and working and experimenting in her studio and restaurant and by creating eating experiences for her clients she has developed her own unique way of looking at eating from a designer’s point of view. This book makes her vision and spectacular eating concepts available for the first time for a large group of people who are interested in food and the culture and experience of eating. The introduction is written by design critic Louise Schouwenberg and places Marije Vogelzang’s work within the context of Dutch design, international design and trends in food, eating culture and society.

The main theme of this unique report is constant development. The travelling/developing never stops on personal and business levels. ‘There is no halfway, there is only the road’. This report focuses on ‘Mr Orange’ during his ongoing adventures. He cries, runs, laughs, meets, sleeps, is stupid, is a genius... he is living life to the fullest! It is great fun with a mission.

Retailers normally use the photography which is delivered by the producer of these products for designing this type of packaging. This photography is not creative at all. Studio Kluif broke with this way of working. There was no budget for professional photography so we decided to shoot the products with our own digital camera. The imperfectness suits these creative products! The combination of photography and the use of illustration triggers your fantasy.

SiSi is a family of drinks that are aimed at a young audience. One of the distinguishing characteristics of this product is that it is a responsible choice health-wise. Therefore the packaging had to be simultaneously appealing to children and to parents. A kid's choice but approved by mum! The green information border is designed for parents, while the rest is fun for the kids. Intensive consumer tests proved that the design had the right balance. The fruit characters Studio Kluif designed were later brought to life (for a dip in a jacuzzi) in a funny TV commercial by Doom & Dickson.

Designer Sander Tielen thought of a concept for a calendar consisting of two separate parts: a (laser cut) sleeve and a set of loose sheets, one for every month. When they are separate, the two look completely autonomous. However, when slid together, a clear and sleek calendar appears. The separate sleeve and sheets make it completely reusable, with new sheets every year. Simple, clever and consistent.

It is quite surprising what people want during their leisure time and, because of this, are able to do full of enthusiasm and with a lot of pleasure. Work, however, is for many more a punishment than something they enjoy. Would it not be a challenge to create a situation in the business world where people can work with as much fun and can develop as they do in their leisure time? The feeling of being proud and enjoying your hobby is excessively exaggerated in the photography in the annual report to emphasise the contrast between leisure time and work. A series of icons in the annual report shows an exaggerated working passion in a humorous manner.

In 2003 Kluif designed the award winning HEMA packaging for baby care products. In 2007 we did a restyling for these products. The new design has a much softer look; the icons have padded outlines making them more cuddly and protected. The glossy white material used for the packaging was substituted by a matt violet material, velvety to the touch. The original concept is maintained: the icons on the products (duck, bear, boat, dog, giraffe, etc.) work as recognisable images that can help toddlers learn new words. It really works; Kluif children respond to the stimulation over and over again.