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De Groentewinkel (translated as “The Vegetable Shop”) is a meeting- and work location in the heart of Utrecht, the Netherlands. In 1863, it was a place to not only buy vegetables and fruit, but also to mingle, talk and share challenges. A place, where next to hard work new ideas came into existence.

Cas Thijssen, the original owner of the vegetable shop.

From a fruit and vegetable shop to a work location

Led by the grandfather of my client, the place has stayed like this until 1976. To keep up with the tradition, the place had to be transformed into a space where people can work again – with the same positive energy as in the past. Not to sell vegetables and fruit, but by innovating and inspiring others.

Bridging tradition and innovation

The identity aims to reflect tradition but is modern at the same time. The elements work online, but also on print and in the space itself. The identity consists of a logo and a set of icons, which inform visitors whilst working.