L’Essence de Mastenbroek
Birthe Leemeijer
DISCIPLINES
Art direction, Brand identity, Campaign, Editorial, Packaging, Print
Developing a visual identity that reflects the essence of life in Mastenbroek polder
DISCIPLINES
Art direction, Brand identity, Campaign, Editorial, Packaging, Print
About the brand
L’Essence de Mastenbroek captures the essence of life in the Mastenbroek polder through a diverse range of fragrance notes. Originating from the late Middle Ages, Mastenbroek stands as a pristine example of a Dutch polder nestled between Zwolle, Hasselt, and Genemuiden.
Its landscape is marked by straight roads traversing lowlands, with canals reflecting the ever-changing skies, and farmsteads perched on high mounds gazing towards the distant horizon. Residents of Mastenbroek, predominantly cattle farmers entrenched in generations of polder life, actively participated in Essenceclub meetings to articulate the olfactory sensations that define L’Essence de Mastenbroek. The fragrance formulation itself was crafted by these local inhabitants.
About the Design
The visual identity of L’Essence de Mastenbroek was a collaborative effort between Studio Renate Boere and Birthe Leemeijer. The logo ‘LEM’ pays homage to the angular landscape of Mastenbroek, while the perfume bottle is elegantly wrapped in a silk pouch, recalling traditional reuse practices for perfume containers and emphasizing the brand’s commitment to sustainability—L’Essence de Mastenbroek can be refilled at its source in Mastenbroek. Each perfume box features images capturing scenic views from the perspectives of Mastenbroek residents, offering a glimpse into their farming landscapes.
At Bijenkorf Amsterdam, the display was curated in partnership with Bijenkorf stylists and Birthe Leemeijer, creating an immersive retail experience. Outside, 25 posters served as direct advertisements, presenting L’Essence de Mastenbroek in its most authentic form.
Furthermore, L’Essence de Mastenbroek gained exposure at the Milan Furniture Fair (2006), showcased as part of Ahrend’s ‘Behind the Scene’ exhibition. This exhibition underscored Ahrend’s design ethos centered on functionality and sustainability, featuring Dutch artists and designers whose work resonated with these principles.
“L’Essence de Mastenbroek gained exposure at the Milan Furniture Fair (2006), showcased as part of Ahrend’s ‘Behind the Scene’ exhibition.”
“Crafted by local inhabitants, L’Essence de Mastenbroek embodies the rich heritage and daily life of Dutch cattle farmers.”
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Colophon
Text contribution: Gerard Hendrix
Concept: Birthe Leemmeijer
Translation: John Weich
Photo inside packaging: Jos Huberts
Design: Renate Boere, Agnes Töth (intern)
Perfume: Alessandro Gualtieri
Print: Albani Drukkers bv/The Hague
Glass: CBN Labsuppliers/Drachten
Lettering: Noordelijke Industrial Printing Company/Drachten
Plasticarto Verpakkingsindustrie bv/The Hague