Hooghoudt

Let the bottle do the talking

Hooghoudt

Bottle design marks new ‘jenever’ era

The Hooghoudt brand wants to radically change the old-fashioned image of the typically Dutch drink jenever. The product had to undergo a major makeover to convince modern consumers about the diversity of its taste profile. This included a new bottle, which we designed together with PROUDdesign. By collaborating closely and testing different concepts, we created the perfect balance between the bottle’s function, aesthetics and the Hooghoudt brand. The design was based on a powerful design brief: rugged, uncompromising, modern and ornate, where the details on the bottle reflect the history of the drink and of Hooghoudt itself.

Bottle as a platform for brand promotion

The bottle has an ornate, matter-of-fact, central and iconic basis. With a straight shape and round styling, and based on the bottle in which jenever (in English it is called Holland Gin) used to be bottled in the United States. Each side of the bottle is decorated with characteristic Hooghoudt elements, such as the signature of Hero Jan Hooghoudt. The label encircles the bottle, making it an important part of the design.

Glass as a design material

Glass is a very special material for use in a design. Especially in combination with the deep colour of the drink itself. The refraction of the light in the glass and the liquid differs from every angle. The manufacturing method is also very creative. No two bottles are the same. The dispersion of the glass is spontaneous.

Realistic models

We know from experience that you need to hold the transparent bottle in your hands in order to accurately evaluate the glass refraction and details. The same applies to the balance in the bottle and the feeling it gives you when pouring drinks. When designing such a tactile product, it is essential to create models. Our advanced model workshop is highly skilled in the manufacture of beautiful, realistic bottle models.

“The new design focuses on the modern consumer, without denying Hooghoudt’s heritage and relationship with the Netherlands. The change marks a new gin era: except for the grain, everything is different.”

Arno Donkersloot
Managing Director of Hooghoudt