THE PROJECT

Rebranding an iconic Dutch brand like Denksport, can only be called an honour. Even before the internet existed, the Netherlands was racking its brains over the famous Denksport puzzles. And now in our always-on world, we crave distraction from a puzzle game.

The world has changed, but Denksport has not. That's why we gave Denksport a new look. Not completely new, but an evolution of the Denksport’s identity. So that everyone still recognizes Denksport as the 'Thinking Sport' they have known for years. But within a fresher look, that is based on the shape of “puzzle hokjes”.

THE DENK IN HOKJES OUTDOOR PUZZLE FESTIVAL

We kicked off the new brandstory with a campaign based on a bad habit: hokjesdenken. When 2022 just started off, it seemed to be the year of ‘hokjesdenken’. We created a puzzle about the different ‘hokjes’ proposed by society from januari till march 2022. Hokjes like ‘wappie’, ‘boomer’, ‘kraker’, ‘zevenvinker’ or ‘klassemigratie’. We lauched this special puzzle in every puzzleboek of that month, but also in abri’s, a tram-hokje and online video’s.

THE TEAM

Brand Identity and Design Direction: Katharina Goetzendorfer, Yvonne Mak, Designer: Ejla Miletic, DTP and Design: Jeroen Giesen, Campaign Identity and Art Direction: Katharina Goetzendorfer, Copy: Susan Zwijgers, Strategy: Jens Bezmer, Executive Creative Director: Pepijn Rooijens, Projectmanagement and Production: Stef de Jong, Claudine Wijsmuller