Rebrandt Transforms Florist's Legacy with Dynamic Visual Identity

Wim Van Assem's 40th Anniversary Celebrated with Innovative Design

Wim van Assem, a name synonymous with avant-garde floral design in North Holland, has long been a beacon of creativity in Dutch floral art. Rebrandt's challenge was to distill four decades of innovation into a visual language that speaks to both the florist's heritage and his forward-thinking approach. The result is a striking design, featuring ribbons that dance across the shop's windows, capturing the exuberance and free-flowing nature of van Assem's work.

The design process was a meticulous blend of old and new, with Rebrandt carefully considering the historical context of the building while infusing it with modern graphic elements. The large, dynamic lettering was applied by hand, a nod to the craftsmanship that underpins both van Assem's and Rebrandt's work. This synergy of graphic design and typography against the backdrop of a historical edifice offers passersby a glimpse into the joyful world of van Assem's floral arrangements.

Rebrandt's design team, led by Ruud Winder and supported by Peter Puntman's motion graphics and GCA Reclame's signage expertise, embarked on a research journey to marry contemporary design with the building's traditional aesthetics. The goal was to create a visual spectacle that not only respects the building's charm but also conveys the modern, creative spirit that van Assem brings to his craft.

One of the main hurdles in the design process was achieving simplicity without compromising the rich character and content associated with van Assem's reputation. The design had to be straightforward yet impactful, ensuring that the essence of van Assem's artistry was communicated effectively to those who encountered the shop.

The rebranding initiative has not only revitalized the visual identity of Wim van Assem's florist shop but has also earned Rebrandt a prestigious Bronze A' Design Award in Graphics, Illustration, and Visual Communication Design for 2024. This accolade underscores the design's ingenuity and its contribution to enhancing the quality of life and the environment, cementing Rebrandt's role in shaping the intersection of art, design, and commerce.

Visitors to Alkmaar's old city center can witness this harmonious blend of history and modernity at Fnidsen, where the new design adorns the windows of van Assem's florist shop. The project stands as a testament to Rebrandt's ability to create identities that resonate with both the client's legacy and the evolving landscape of design.