What BrandNew does

Brandnew is a brand strategy and design agency headquartered in Amsterdam, Netherlands, with regional offices in Los Angeles and Singapore serving multinational enterprise clients. Founded in 1998, the agency delivers professional services spanning brand strategy, visual identity, packaging design, retail design, digital design, logo design, and brand activation. Its portfolio covers food and beverage (Sultana, Johnny Doodle, Yamamotoyama Nitro-T, JOZO salt), retail and private label (PLUS Supermarket across 4,500+ SKUs, Superunie G'woon), luxury (Damen Yachting's Amels), entertainment (Live Nation's Moon Eye Productions), healthcare (Dappr), consumer goods (Nestlé Maggi, Pervasco Napoleon, Fortuin Wilhelmina), and B2B equipment (Hoshizaki), with repeat relationships at Diageo across J&B and Serengeti.

The agency's intellectual property centers on its 'Brand Journey' methodology, which positions brand design as an adaptive, iterative process rather than a discrete deliverable, supplemented by thought-leadership whitepapers including 'Brand Design as a Journey' and 'The Role of AI.' Brandnew monetizes exclusively through project-based professional services engagements delivered via consultative, sales-led direct engagement with enterprise clients using longer-term commitment models. There is no software product, no public API, no patents, and no disclosed institutional funding or M&A activity; the revenue model is human-delivered creative services without productized tooling.

The firm employs 11-50 staff across three locations, operates a content-led go-to-market approach anchored by its case study portfolio, and has accumulated third-party validation including multiple Pentawards (Gold 2016, Gold 2018, Gold 2024; Silver 2024; Bronze 2017, Bronze 2022), Vertex Best of Show 2023, and Gold ADCN Award 2024. Differentiators include integration of strategy with design execution, sustained 25+ year operating history, and award-caliber packaging-led work, though the firm discloses no financials, no specific headcount figure, and no ownership details beyond distributed regional leadership under Group CEO Jim Goh.

Name

BrandNew

Legal name

Brandnew

Website

https://brandnew-group.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Amsterdam-headquartered brand strategy and design agency serving multinational enterprise clients. Delivers brand strategy, packaging design, visual identity, retail design, and digital design across food and beverage, retail, healthcare, luxury, and B2B sectors from offices in Amsterdam, Los Angeles, and Singapore.

Ownership category

akta.pro rank

Product category

Brand Design Services

NAICS

Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

akta.pro secondary industries

Packaging & Product Brand Design (BPAFAEAG), Brand Guidelines, Governance & Brand Management (BPAFAEAF), Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

Keywords

• Brand strategy services
• Packaging design
• Visual identity design
• Retail design services
• Brand activation

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Design Services: Revenue is generated through project-based professional services engagements, including brand strategy consulting, visual identity development, packaging design, retail design, and digital design. The agency works with major brands on rebranding initiatives, brand architecture, and comprehensive brand transformations. Services are delivered through longer-term commitments with clients, creating ongoing value through brand design as a journey approach.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

BrandNew is a brand strategy and design agency that creates brand identities, packaging, retail environments, and digital brand experiences for major consumer brands, retailers, and multinational corporations. The agency delivers end-to-end services spanning brand strategy consulting, visual identity development, packaging design, retail design, and digital design, typically executed as project-based engagements with longer-term client commitments. Its portfolio emphasizes transforming declining or commoditized brands into differentiated, commercially performing consumer brands across food & beverage, private label, healthcare, luxury, and B2B categories.

Product overview

BrandNew is a brand strategy and design agency operating as a single integrated service offering, not a software platform with modules. The company provides comprehensive creative services across brand strategy, visual identity, logo design, packaging design, retail design, and digital design. The core portfolio centers on brand development as a journey, combining strategic positioning with design execution. The agency has developed extensive case studies across multiple industries including food and beverage (Sultana, JOZO, Nitro-T, Johnny Doodle, Looye), retail private labels (PLUS, G'woon), healthcare (Dappr), luxury goods (Amels), and B2B equipment (Hoshizaki). Whitepapers are available on brand design methodology and AI topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Strategic brand positioning and development services including brand core development, narrative creation, and long-term brand roadmap planning to help brands define their desired positioning and create custom brand strategies.
• Visual Identity Creation of comprehensive visual identity systems including logo design, corporate identity, color palettes, typography, and brand guidelines that ensure consistent brand representation across all touchpoints.
• Packaging Design Design of product packaging that creates shelf impact, communicates brand values, and drives consumer engagement across food, beverage, healthcare, and consumer goods categories.
• Retail Design Design of retail environments and in-store experiences that strengthen brand presence, create immersive shopping environments, and enhance customer engagement across physical retail spaces.
• Digital Design Digital brand experiences including website design, web design, social content strategy, and digital asset creation that maintain brand consistency across online platforms.
• Logo Design Creation of distinctive, memorable logos and logotypes that serve as the foundation of brand visual identity systems.
• Brand Activation Programs and materials that bring brand strategy to life through experiential marketing, merchandise, brand movies, and promotional campaigns.

Quantifiable outcome

• Sultana: FruitBiscuits core growing again after 12 years of decline; 2% growth market share; 88% consumer approval (58k poll)
• +3 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Landor (Landor & Fitch): Global brand consulting and design firm specializing in brand strategy, identity, and packaging design for major multinationals. Direct competitor to Brandnew across the same enterprise client base and service categories.
• Interbrand: World-leading brand consultancy offering brand strategy, identity design, and packaging with global offices. Closely comparable in service mix, client caliber, and category coverage to Brandnew.
• FutureBrand: Global brand transformation and design agency operating across strategy, identity, and packaging. Highly comparable in delivering brand design engagements for large CPG and retail clients.
• Superunion: Brand-led creative agency (part of WPP) specializing in brand identity, packaging, and strategic design for major global brands. Comparable in service mix and enterprise client roster.
• Saffron Brand Consultants: Independent brand consultancy focused on brand strategy and identity for global brands. Comparable boutique scale and enterprise client profile to Brandnew.
• Siegel+Gale: Global brand strategy, design, and experience firm emphasizing simplicity in branding. Comparable in offering brand strategy and identity services to large multinational clients.
• MetaDesign: International brand agency with strong European footprint offering brand strategy, identity, and design. Comparable geography (HQ in Germany) and CPG/packaging focus.
• Elmwood: Brand design consultancy specializing in packaging and brand identity with deep CPG and retail expertise. Direct peer given Brandnew's strong packaging and private-label work.
• Pentagram: Independent design firm with multiple partner-led studios covering brand identity, packaging, and design strategy. Comparable in offering high-end creative services to enterprise clients.

Emerging players

• Koto: Independent brand studio focused on brand strategy, identity, and naming for tech-forward and consumer brands. A newer boutique competitor with overlapping service categories but smaller scale and younger client base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BrandNew