Van Heertum Design VHD Helps Communicate Nostalgia in Every Bite, Packaging Design for Oldtimers Commemorative Liquorice Blend

Licorice is one of the oldest kind of candy in the Netherlands. It is typically Dutch as you would say. Oldtimers is a Licorice brand, which brings a lot of different flavours to the market. This year the brand is celebrating there 100th year anniversary. For this special occasion they developed a special recipe for a special licorice. The recipe is based on the first recipes found in the Netherlands in 1769 and 1795. They were found in Friesland, with is the most North province of the Netherlands. This is also where the production of Oldtimers started 100 years ago in two specific cities; Harlingen and Leeuwarden. Nowadays the production still is located in Friesland only in another city; Jirsum. So you could say it is a real "Friesch" product. For this special Occasion they asked us to develop a limited Edition packaging design. Of course there is a lot of story telling to do and a lot of history. The main choice we made was to use an old Dutch geographical map of the North of Holland, featuring Friesland. This map became the canvas for the entire design. Using a cardboard tin as the pack, the map folds around it and the rest of the design if focussing on keeping the brand recognition. Next to the product label you can still see the 3 cities from the Oldtimers History, Harlingen, Leeuwarden and Jirsum which are highlighted on the map with gold cold-foil, turning the packaging is a one of a kind 100 years gift. In Oldtimers own words... The liquorice makers of Oldtimers celebrate 100 years of taste with character. A journey that started with the Van Slooten factory in Harlingen and Leeuwarden and is now proudly continued from Irnsum. Over the years, we still melt, pour, dry, sieve, powder and shine licorice of the highest quality. The famous Ship's Knots, Salted Diamonds and Sweet Holders were all born in Friesland and have grown into true classics. To celebrate our anniversary, we combine the purity and simplicity of the first Dutch liquorice recipes from the 18th century with our own Frisian craftsmanship.