Food
HISTORY
My father was the most creative chef cook before Jamie Oliver! He worked all over the world and we traveled with him. Fusion cooking came natural for us. My parents combined their Indonesian roots with European, Arabic, and every other style of cooking. We were raised with a love for food in every way. Even my exams at the Royal Academy of Arts had the theme ‘Het Lekkere Leven’, which means as much as ‘Delicious Life’. Price winning food ideas were created designing McDonalds 25th anniversary birthday cake, the ‘Christmas menu’ for the Haagsche Courant and Sealect. The most delicious project was at Kleene Goedhart creating a new candy. As a member of the ‘NIMA merkartikel groep’ I am connected with the most passionate Food Retailers.
 
MOTIVATION
Food is the number one product, I just love it. To add taste to what is already tasteful is a real challenge. Visiting food retail and restaurants all over the world is so inspiring! Did you see Trader Joe’s in New York? Fresh food is also connected with Horticulture. We help growers to develop tasty consumer connected concepts. The domain food is blurring with flowers.
As an Illustrator my favorite object to draw is food, and I would love to do it more often.
METHODS
TRENDLOGIC is owner of a value-style group model that gives great insight in consumer taste/style preference.
BRAND FOCUS
Giving relevance to your company existence. Why is your company there, what is the relevance?
• Develop brand directions
• Describe and visualise the brand values
• Add emotional values to the rational strategy
• Develop new brand books
• Translate product values into a coherent collection
• Translate brand or product values into communication directions
CONSUMERFOCUS
Whom do you want to connect with?
• Connect companies with potential or existing end-users
• Visualise brand specific target groups
• Make your products relevant for consumers
TREND ANALYST
Visualise abstact influences and translate these into practical and inspiring product stories that fit your company.
• Translate time spirit into commercial themes
• Develop company specific mood boards
• Create trend books
• In-Company trend presentations to encourage creativity and authenticity, by connecting with consumer knowledge
• Inspire teams and stimulate them to translate time spirit into a company signature that fits the brand or product strategy
DESIGN MANAGEMENT
Giving direction to designers by creating starting points and keeping the focus during the total process.
• Art direction for communication; Instore, exhibitions, brochures, magazines, packaging and labeling
• Product development within themes to create coherent brand focused collections
• Connecting (fashion) designers from other product areas of design
• Brainstorm new product ideas
TRAINING/WORKSHOPS/LECTURES
Presentations for all levels; directors, management, buying, design & sales teams. These presentations create brand and consumer awareness for everyone involved.
• Marketing relevance-sense of self
• Consumer value & taste
• Timespirit
• Tools for commercial creative teams
CLIENTS
NEW – 2011/ 2012
JUMBO
BEFORE 2011
Beekenkamp
Van der Lugt
Veiling VENLO