SGK - Amsterdam
Jollemanhof 16-A Amsterdam
Noord Holland
1019 GW
+31 20 310 0160
Employees: 11 – 50
Beverages Body Concept Food Luxury Other Markets

With 30 years experience in creating strategic, adaptive and sustainable packaging designs for both local and international markets across Europe, our main differentiator is our cultural empathy.

As well as ensuring we have a diverse mix of talent within the team from different parts of the world, we tap into our global business reach to learn from other teams in different regions. Because we’re able to identify and understand cultural differences, we are then able to find the common ground, ensuring our designs are easily understood in different markets to help amplify the consumer brand experience.

SGK is a leading global design agency that defines, creates, produces and transforms packaging and brand experiences to amplify brands, giving them the freedom to speak louder, scale faster and grow stronger. SGK Amsterdam is part of SGK, a Matthews International Company.

Designing a bag full of healthy snacking taste appeal.

Ever Bean challenges category norms by encouraging consumers to reappraise the modest bean - a fantastic source of protein, fibre and vitamin B for health conscious snackers. Using the crisp and flavour ingredients as a backdrop, the humble bean is projected forward with pride and in celebration - a nutritional snack without compromising on taste appeal. Each variant offers an exciting mix of flavours, taking inspiration from different food cultures around the world - all of which have iconic bean based dishes embedded in their DNA. Somewhat reminiscent of an artist's palette, the unique design layout is supported by bold, vibrant and lively packaging colours to further secure stand-out on shelf.

Restoring a brand’s personality on pack.

Re-energising a much loved icon, we helped Unilever’s Unox Cup A Soup to restore their energetic and cheerful personality on pack to strengthen brand appeal. The mug maintains its hero position on pack to guarantee brand recognition and provide effective shelf blocking, but has been given a more modern look and feel using an illustrative style with white surround for additional impact. Providing differentiation through the use of energetic background colours to improve variant navigation is supported by the placement of the flavour names on top of pack to avoid being hidden on shelf displays. The ingredient designs on pack have been paired back for a cleaner look and feel, balancing the brands playful tone of voice with a degree of authority by using a combination of illustration and photography.

Democratising and elevating a modest product.

Breaking free from category conventions, we helped Unilever’s Knorr to democratise and elevate the modest wrap - making the products more accessible and more relevant for broader occasion use. Celebrating the natural colours of the vegetables which dominate the design, the white surrounds of the illustrations are used to make them ‘pop’ and reinforce the immediacy of the differentiation. The use of the classic farmers market wooden cart as a flexible holding device across the range brings a degree of charm, honesty and authenticity to the products. Wrapping the design elements, including the variant name and brand logo, inside the transparent circle which showcases the product helps unify the design assets on pack and gives cohesive strength to the communication.

Inspiring change by celebrating diversity.

Color Me Up’s recycled structural packaging comes in a shade of natural skin tones, representative of broader consumer ethnicity and allowing for pairings of hair colour to compliment different skin colors. It’s a colorful world after all - a message which is reinforced on the top of the tube packaging, celebrating differences in terms of both skin tones as well as hair colour choice. Navigation is made simple with the cardboard ribbon colored hair pieces attached to the inner tube of the packaging, providing consumers with a large color reference in store and supported by a clear variant number system. The consistent use of the red lips on pack serves as both a visual reference to a face for added stand out on shelf, as well as a globally recognised symbol of strength, power and pride.

Design for use, not just purchase.

Nomad wines are easy to transport, open and use - a structure that serves as a cup, not just a can. Taking the staple aluminium soda can and re-designing the lid provides consumers with a more authentic product and user experience; the wider open surface allows the wine to breath as when served in a carafe. Both the brand name and packaging design are influenced by the intended user groups; millennials and Gen Z’s with a passion for the outdoors. The tag of the lid and compass pointers are colour matched to the wine variant to provide navigational cues. The graphic design of a line drawn map and matt finish provides a grown-up and gender neutral look and feel to attract the adventurer in us all.

Company Contact

Hi, Hoi, Salut, Hallo, Hola, Oi…

If you’d like any further information regarding our work or services please do get in touch - we’d love to hear from you. Myself and the team are at your disposal.


Mr Arthur Brandenburg van den Gronden
VP Design Strategy & Growth
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