Lennaert

The majority of my work at Brand Potential was for Albert Heijn, the Netherlands’ largest supermarket chain. I worked across brand strategy and design, creating countless packaging designs for both its private-label and premium ranges. The challenge was always to create something distinctive and relevant to its category, while maintaining a consistent brand across the entire store. Alongside this, I worked on packaging for leading FMCG brands including Crystal Clear, Look-O-Look and Subway. While my main focus was brand and packaging design, I also worked with motion and built complex Weavy AI workflows to generate consistent assets as part of the design process.

I was part of REGGS’ 2D design team, working across branding, art direction and packaging design. I helped shape the visual identity and packaging for AMD product launches, created graphics for Heineken products, and developed packaging for Dutch health and beauty retailer Kruidvat, as well as FMCG brands including Ranja.

I was part of the Heineken Global Design Team, working across Heineken’s portfolio of 340+ brands worldwide. During my time there, I worked on the global redesigns of Strongbow and Rivella, designed duty-free packaging for Beluga Vodka, and created work for brands including Desperados, Gösser, Orchard Thieves, Affligem and Heineken itself.

I spent most of my time at Brum working on a major redesign of Autodrop, one of the Netherlands’ most iconic candy brands. Alongside this, I created packaging for Kruidvat and Lidl private-label ranges, working across a wide variety of products and categories.