Graphic

On the corner of Jacob Obrechtstraat in West Amsterdam is a building with a rich and varied history. The grand corner shop was once a butcher along with many other things and is now Edible Treasures: a shop, deli and workshop space. The shop pays homage to its history and is a timeless celebration of food and beautiful homewares.

London design agency, Here, were brought on to design the identity for Edible Treasures along with a suite of assets and collateral. Inspired by the original features of 75 Jacob Obrechtstraat, Here designed an icon held within an arch, referencing the buildings arched door and grand windows. Custom patterns referencing the buildings original geometric light fittings and windows were created and applied to wrapping paper, business cards and bags. The design team delved deep into Dutch type archives to discover the nuances of traditional Dutch typefaces to create a custom typeface for Edible Treasures logo.

Referencing the buildings history in its new interiors and identity has enriched the space for its future as the heart of the neighbourhood.