FRUITPACKING DISTRICT
Imagine if Meatpacking District would trade its meat for healthy veggies & fruits? The result: a creative yet sustainable community that answers to the needs of tomorrow's society.
This year, we were asked to develop the concept & brand for Rotterdam’s newest neighborhood. Built upon the iconic Dutch Fresh Port, an industrial area that packs & distributes fruits to all of Europe, we baptized the new hotspot ‘Fruitpacking District’.
The concept of Fruitpacking District builds on its unique heritage, is value-driven and founded on the bold claim that Fruitpacking rethinks & redesigns city life. To build a strong foundation we developed a strategy, positioning, concept, identity & campaign that kickstarts the co-creation of Fruitpacking’s brand new urban life.
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We created a very structured game plan on how to build a new neighborhood that reimagines citylife. Building a strong foundation for a district that makes city living less complex and more human-centered, slow-paced & sustainable. By placing good food at the heart of the district, designing the city to empower the 15 min-city philosophy and giving space to residents to co-create their environment.
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Fruitpacking District functions as a bridge between the industrial past and the sustainable future. Whilst building a bustling creative community in between.
How? By letting new businesses sprout up in old warehouses and breathing new experimental life into the rugged structures. Instead of throwing out the old, we re-use, re-purpose & re-design the industrial area. Sustainable living with a raw edge.
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We designed an architectonic visual identity that hints to the stacked fruitboxes trademarking for the Dutch Fresh Port. A friendly & bold style designed to appeal & resonate to the wide variety of future residents.
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The campaign is deeply rooted in the regional DNA and also provides a way to showcase the everyday stories that make life in Fruitpacking so unique.
UNPACK LIFE
Imagine if Meatpacking District would trade meat for fresh fruit & vegetables.
A buzzing place for modern people who want to unpack life.
