turned the loyalty program into an invitation to be a more of a buitenleven-liefhebber
Welkoop was founded in 1899 as a farmers' cooperative built on a simple belief: together you achieve more. That spirit lives on in erBij (pronounced ‘air-by’, for non-dutch speakers), their new loyalty program, and in the visual identity built around the symbol hidden inside its name: the bee.
The making of the Bee
Bee erBij is part of Welkoop, not a standalone brand, so it needed to sit naturally within the wider Welkoop brand identity. The early sketches focused on understanding the bee as a character and finding the right form: a bee that appeals to adults and young children alike.
Refining the finish
The form we landed on is one only Welkoop can own: a rectangular body. We kept the treatment simple to echo the brand's tactile, hands-on and down-to-earth spirit. Then came the jagged lines that form the bee's stripes.
Bringing it to life
The erBij bee moves like a paper cutout, sliding and tilting on a flat plane to stay true to its handmade look. The stop motion charm is a simple, imperfect movement that makes the bee feel modern, approachable and inviting.
erBij in the wild
Whether printed on a loyalty card or shaped into a pet collar tag, the erBij bee adapts with ease. Its bold, reduced form ensures it is recognised at a glance, building familiarity with every encounter.
Responsibilities
Shaping the visual language, visual and character design, design for the digital impressions, creation of the tool and final guidelines.
Credits
Dominique Matthijs, Dieuwertje Matheeuwsen, Mike Kleijnen, Bastiaan Weers, Tamara Saelman
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