Now New Next B.V.
About us
Now New Next is the strategic packaging design agency of Ariane van Macius, which has been preparing food, cosmetics, and consumer products for tomorrow since 2012. From trends, legislation, and sustainability to packaging that entices today and is future-proof tomorrow. We combine strategy, design, and regulations into a single project. No fragmented organizations, but a single team that creates award-winning design and smart production choices.
Products
Inwonderstate
CHALLENGE Inwonderstate is a lifestyle brand that celebrates positivity, sensuality, and self-expression. For their very first line of lubricants and toy cleaners, they commissioned Now New Next to develop the packaging design. The goal: a visual translation of InWonderstate's energetic and inclusive brand identity: open, colorful, and taboo-free. RESULT The result is a playful and expressive line that immediately captures attention. Bright, contrasting colors and soft, organic shapes reinforce the brand's positive and sensual character. The matte finish and tactile details create a premium look, while the design remains accessible and modern. The three products—Natural Lube, Massage Lube, and Toy Cleaner—form a recognizable family, each with its own accent color. The line has already won silver at the VM Packaging Awards 2025 in the Beauty & Personal Care category, recognizing the innovative way in which design, taboo-breaking, and brand experience converge. Year – 2025 Industry – Personal care Scope of work – 2D packaging design / DTP files / 3D renders
Multivlaai
Multivlaai, a beloved brand with a rich history in pies, faced a major challenge. The brand experience, products, and shopping experience no longer resonated with the current zeitgeist, necessitating renewal. Multivlaai commissioned Now New Next to create a fresh, contemporary brand identity that would both appeal to existing customers and attract a new audience. A crucial aspect of this transformation was making the formula Gen Next-proof, focused on the needs of the future generation. We also transitioned from the Everyman archetype to the Creator, emphasizing creativity and innovation in the product offering and shopping experience. This renewal had to be implemented throughout the entire formula. DESIGN Brand name Competitor analysis Consumer research Positioning Brand identity Logo and sub-logo design 2D packaging design DTP for packaging Digital mock-ups Store layout Range development Brand manifesto DELIVER A completely revamped brand experience positions Multivlaai as a modern and versatile formula. The new corporate identity is fresh, sweet, modern, and playful. The logo now includes an & sign, emphasizing that there's more to discover than just pie. The colorful cake boxes contribute to a cheerful and inviting atmosphere. The store design, with its Scandinavian look and feel, seamlessly aligns with the new brand identity. The serene atmosphere, with natural colors and materials, makes all of Multivlaai's delicious pastries stand out. EXECUTED BY: Team Now New Next IN CO-OPERATION WITH: Bart Fischer, Joost La Housse, CX Unraveld & Emondt Shop Interior
Marigold
DEFINE Jos Nelissen, a third-generation poultry farmer in Oirlo, has developed an exclusive egg. By feeding his chickens marigolds/tagetes, the egg white becomes creamier and the yolk fuller in taste with a beautiful golden yellow colour. Jos wanted to market these eggs, but he also wanted to avoid the regular retail routes given the ultra-low margins. As this egg offers superior characteristics due to its colour, taste and structure, he chose to present it to the professional culinary world. The egg has been trialled by (celebrity) chefs who have proven enthusiastic. Jos and his daughter Mirthe then decided to set up a team to market these eggs. Now New Next was requested to develop the brand. DESIGN > Positioning > Developing house style > Product development in collaboration with Angélique Schmeinck > 2D packaging design > Logo design > Website design > Social media approach > Digital mock-ups > DTP packaging DELIVER A new egg brand: Marigold, with a focus on the professional culinary world (celebrity chefs). Delightful, luxurious packaging that underscores the superb taste of the egg. The brand merges the past with the present in the design, with illustrations of a chicken and lace and utilising zentangle inspired patterns. Various other products have also been developed in tandem with the eggs. The eggs are now used by numerous renowned chefs, including Jonnie Boer and Nelson Tanate of the Librije restaurant. EXECUTED BY: Roel Vink, Anne Paulina de Jong IN CO-OPERATION WITH: Roy Gilsing, Albert Heijn, Intersnack, Verstappen
Care Plus
DEFINE Care Plus, producer of Deet anti insect spray among other products, witnessed its turnover decline during the Covid pandemic due to people traveling less. Care Plus therefore decided to add a new line to its business model involving sunscreen care. The sunscreen care line had to fit closely with Care Plus’s brand guidelines, whilst at the same time make a striking presence on the shelf. Now New Next was tasked with developing the line. DESIGN > Positioning > 2D packaging design > Digital mock-ups > DTP packaging DELIVER The result is a packaging line that fits perfectly within the Care Plus stable, but given its subdued colours remains unique yet eye-catching. This project was completed within an exceptionally short timeframe. EXECUTED BY: Ariane van Mancius IN CO-OPERATION WITH: Michael Hulst
Mama's Maaltijden
DEFINE Serdar Tolenaar, owner of Plus supermarkets, noticed his customers were demanding fresh, high quality meals. To satisfy this need he started cooking and selling meals in his stores during the Covid lockdown. Flush with instant success, he quickly received requests from other supermarkets to do the same. Tolenaar put a team together which alighted on a plan to scale-up the process without compromising quality. Now New Next was appointed to originate the house style and packaging concept for these instant meals. DESIGN > Positioning > Developing house style > Supervising Mama’s photoshoot > Developing names for the meals > 2D packaging design > Digital mock-ups > Supervising packaging production > DTP packaging DELIVER This resulted in a striking and cheerful brand. The ‘Mamas’ each have their own cuisine delivering a range of meals. The meals all have humorous titles. A daring new brand that perfectly reflects current times. EXECUTED BY: Roel Vink, Rianne Kee, Elian van Dijk IN CO-OPERATION WITH: Joost la Housse, Floris Hülsmann, Dave Weij
Cut The Cake
DEFINE Cut the Cake is a high-end pastry label, creating items for the freezer that simply ooze quality and luxury. This brand is one of Bakkerij Goedhart’s stable; a bread baker and supplier of confectionary produce to large supermarket chains. Bakkerij Goedhart wished to enter new ground with delicious slices of pie for the freezer section, especially aimed at the wholesale trade. What makes Cut the Cake unique is that they sell their pies and cakes pre-sliced, in a bid to reduce food waste. As well as the classics they also produce a number of unique flavours and tastes. Goedhart asked Now New Next to develop this brand. DESIGN > Positioning > Name > 2D packaging design > Logo optimisation > Research into materialisation/packaging > Digital mock-ups > DTP packaging > Retail/sales presentation DELIVER The end result is a hip and trendsetting lifestyle frozen food brand delivering high quality pie and cake slices specifically aimed at the wholesale market. EXECUTED BY: Joyce Visser, Rianne Kee IN CO-OPERATION WITH: Brechje Albert
Davelaar
DEFINE In 2019, Amarant Bakkers repurchased the Davelaar brand from the bakers they had previously sold it to. Amarant Bakkers wished to reposition the brand and make it once again relevant. To help achieve this goal they introduced Open Hiring®, making it possible for people to work in the bakery without a lengthy formal application process. The name was also reworked (from Jodenkoeken to Odekoeken) with a focus on vegan products. The brand has discovered a new relevance, in line with current times. DESIGN > Research into the history of Davelaar Jodenkoeken > Positioning following Christine Boland’s mindset method > Research into and development of the new name > 2D packaging design > Supervising packaging production DELIVER The result is a future-proof brand with delicious cookies in attractive packaging; modern yet nostalgic, with a social outreach function and a new but recognisable name. Numerous ideas have also been developed for future activities and cooperation. EXECUTED BY: Elian van Dijk, Roel Vink IN CO-OPERATION WITH: Joost la Housse, Charlotte Leemans
The Bread Office
DEFINE Goedhart produces sandwiches, wraps and rolls under the brand title The Bread Office. The design had remained unchanged for a considerable time and was in need of a makeover to chime with current times. Now New Next was asked to develop a new design for The Bread Office. DESIGN > 2D packaging design > Custom illustrations > Logo optimisation > Social media approach > Digital mock-ups > DTP packaging DELIVER The result: an innovative look and feel for the brand, with pastel shades and water colour illustrations. The deluxe sandwiches were the first to feature the new design, followed by the remainder of the products. EXECUTED BY: Elian van Dijk, Rianne Kee IN CO-OPERATION WITH: Joost la Housse, Lisa den Teuling
Almathea
DEFINE Amalthea, the biggest supplier of (semi) hard goat’s cheese to retail, decided to launch its own brand. Using a new, patented production method, CleardMilk, Amalthea was capable of developing a wide range of different goat’s cheese products, including Greek yoghurt and mozzarella. Amalthea desired to market these products under its own heading and tasked Now New Next with the positioning of the brand, as well as the development of the house style and packaging. DESIGN > Analysis of the competition > Positioning > Developing house style > 2D packaging design > Brand book > Digital mock-ups > DTP packaging DELIVER Amalthea; a new goat’s cheese brand with a fresh look and feel. Many of the products were detailed in digital mock-ups and the packaging for 20 of the products were developed ready for production. EXECUTED BY: Elian van Dijk, Rianne Kee IN CO-OPERATION WITH: Michael Hulst, Stefan Tervoort
Intersnack
DEFINE An important packaging objective for Albert Heijn is to reduce their packaging material: they have a target of using at least 20 million kilograms less packaging material by 2025 when compared to 2018. Intersnack, Albert Heijn’s nut producer, tasked Now New Next to develop a more sustainable packaging for their ‘fresh nuts’ section, without compromising the look, feel and functionality of the packaging. DESIGN > Trend analysis > Sustainability strategy > Research into the design language > 3D design > Tender for selecting supplier > Physical mock-ups > Consumer testing DELIVER The resultant packaging has 25% less material given its optimum form, meaning the packaging remains robust while using less material. Meanwhile it retains its great looks, excellent functionality and saves on costs. EXECUTED BY: Roel Vink, Anne Paulina de Jong IN CO-OPERATION WITH: Roy Gilsing, Albert Heijn, Intersnack, Verstappen
Tomoor dadels
DEFINE The brand aims to introduce and promote high quality Saudi dates in existing and new international markets. This is because there is an increasing demand from society for sustainable and healthy food. This fruit is tasty and also a natural snack. We are happy to help with that! DESIGN > 2D packaging design > Pattern design DELIVER The end result, a hip, exciting and luxurious packaging for dates. All this through a perfect balance in moving shapes, combined with sleek and graceful fonts. The soft and deep colors give the packaging a sense of craftsmanship and high quality.
Albert Heijn Hot&Cold
DEFINE Plukon asked Now New Next to innovate packaging for their new Hot & Cold meals concept. With a considerable list of demands, including Mono material, in-line production, stylish design, attractive shelf appearance and suitable for microwaving, Now New Next went to work with designers, developers and producers. DESIGN > 3D packaging design > Materialisation > Feasibility of production > Physical mock-ups > Tender for selecting producer DELIVER The result is iconic, stylish and innovative packaging for the Hot & Cold meals concept. Form follows function: because the lid slopes, it can be filled on the production line. The packaging also allows the consumer to use it intuitively. Runner up in the NL Packaging Awards. EXECUTED BY: Ariane van Mancius IN CO-OPERATION WITH: Plukon, Albert Heijn, Roy Gilsing, Naber Plastics
Undone
DEFINE Undone creates 100% natural sauces and dressings, low in calories and with a Nutri-Score of A. Now New Next was asked to develop the entire brand; positioning, logo, house style and materialisation, to include DTP ready labels. DESIGN > Positioning > Developing logo and house style > Brand book > Supervising packaging production > 2D packaging design > Pattern design > Digital mock-ups > DTP packaging DELIVER The result is a hip and attractive brand. The labels perfectly balance bold fonts, eclectic patterns, line drawings and natural, striking colours. EXECUTED BY: Elian van Dijk, Roel Vink, Rianne Kee IN CO-OPERATION WITH: Michael Hulst
KLM Tasty Blue
DEFINE KLM appointed Now New Next to redesign the economy class catering set up in close cooperation with deSter producers. They required a fresh and stylish design approach for their catering accessories and presentation, in line with KLM’s corporate identity and to fit snugly with the new Atlas configuration. DESIGN • Positioning • Name • Concept development • 2D packaging design • Digital mock-ups • DTP packaging • 3D packaging • Materialisation DELIVER A new service for KLM economy class, with the unique name Tasty Blue. A modern, fresh and Dutch design based on historic neo-baroque design language. EXECUTED BY: Ariane van Mancius IN CO-OPERATION WITH: deSter - Marfo - Emmy van Gool - Lunette Strijker - Rene Kemper
La Place - Next Gen
DEFINE Packaging was a key issue for the new La Place formula: with Covid, open presentation without packaging was no longer an option. More focus was also required on sustainability and on creating distinctive and attractive presentation. Now New Next was asked to research these issues and assist with the creation of a cohesive selection of different packaging, as well as to propose designs for reusables for the post-pandemic period. DESIGN • Advice and inspiration for sustainable packaging • Translating Jumbo’s packaging policy • Sourcing packaging and disposables • 3D packaging design • 3D reusables design • Examining the selection on sustainability • Writing the packaging strategy DELIVER This resulted in comprehensive advice, including inspiration for La Place’s new 3D packaging design formula. The advice was checked and scrutinised in view of Jumbo’s policy and translated into a packaging strategy that can be shared with the consumer. EXECUTED BY: Roel Vink IN CO-OPERATION WITH: Roy Gilsing
Cerelia Poffertjes
DEFINE Cerelia produces and markets worldwide fresh dough, fresh pancakes and ‘poffertjes’ (tiny Dutch pancakes). The company has discovered a vibrant market for its poffertjes on the Asian ‘to go’ market. Now New Next was tasked to develop ‘to go’ packaging for poffertjes along with toppings to launch on the Asian market. DESIGN • Market and target group research • Research into the chain • Setting up the consumer journey • Trend research • Brainstorming • Packaging rendering DELIVER Six feasible packaging concepts for poffertjes each with a topping for the Asian market, two of which were selected for further development. EXECUTED BY: Elian van Dijk IN CO-OPERATION WITH: Roy Gilsing, Tim Notermans
Olivious
DEFINE People live longer in Sardinia; the area is known as a blue zone. This blue zone produces an olive oil, recognised for its numerous health benefits. James Peterzon, the driving force behind Olivious, is the first person worldwide to develop a ‘shot’ based on this olive oil. James wanted to launch his beverage on the market. Now New Next was appointed to create the Olivious house style. DESIGN • Positioning • 2D packaging design • Logo optimisation • Research into materialisation/packaging • Digital mock-ups • DTP packaging • Retail/sales presentation DELIVER The result is a distinctive and attractive packaging design; a product/design combination that connects with consumers’ current demands. Now New Next also developed a sales presentation for showcasing the concept to retail. EXECUTED BY: Elian van Dijk IN CO-OPERATION WITH: Emmy van Gool
Share Natur
DEFINE Cold-pressed juices and beverages producer Share Natur observed the CBD market grow exponentially and decided to introduce a new CBD containing line under the name Share Natur. Now New Next was asked to develop the entire house style within an extremely compressed timeframe. DESIGN > Market research into CBD > Positioning > Developing design language > Logo design > 2D packaging design > Website and social media design > Brand book > Renders and mock-ups of packaging DELIVER This resulted in an entirely new brand with CBD: a complete range of packaging for numerous products, each with their own design collage, a brand book to guide further expansion, a new website and social media design. This project attracted two nominations at the NL Packaging Awards and won the Product of the Year award. Client’s quote: “Ariane van Mancius’ working method closely connects with our marketing vision, in which relevance, credibility and uniqueness are key. Van Mancius immediately grasped our briefing. Together we defined the ‘Brand Key’, the core values being: CBD, trust, lifestyle and community. A trust brand can easily be perceived by the consumer as dull or boring, so our goal was to create a design with impact. The speed with which it was delivered and the quality of the result by Now New Next and partner Joost la Housse surpassed all our expectations.” EXECUTED BY: Elian van Dijk IN CO-OPERATION WITH: Joost la Housse, Rene Kemper, Lunette Strijker, Emmy van Gool
Kimomma
DEFINE Kimomma is a new brand creating sustainable kimonos and accessories that celebrate all stages of motherhood. They’re cheer-leaders for women with attitude, women who demand to be seen, heard and appreciated. They think the process of creating brand new, tiny people should be included as an Olympic sport. Kimomma helps you celebrate and negotiate every curve, hurdle, challenge or change. Underpin your confidence to enjoy those precious moments and connections with your self and your little one(s). DESIGN > Positioning > 2D packaging design > Logo optimisation > Icon development > Patterns development > Research into materialisation/packaging > Digital mock-ups > DTP packaging > Brand book DELIVER The result delivered two new kimono lines: Waves of love, based on the sonic waves that exist between mother and child, and Footsteps, with a print based on the icon of a penguin and little footsteps that weave around and across each other. Entirely apt, as the road that motherhood negotiates is rarely a straight one! Now New Next also created the despatch packaging, the brand identity and wrapping paper, the Kimom bag, as well as various social media elements, all in a striking and colourful design. EXECUTED BY: Joyce Visser Dewi de Jong
Heemskerk Fresh & Easy
Over the past few months, a fantastic team has been working hard on the rebrand of Heemskerk Fresh & Easy. We transformed a tagline into a fully-fledged consumer brand. One brand story, two routes: the Netherlands and Europe. Each with its own design strategy, tailored to both the shelf and the competition. For the Netherlands, we opted for a sense of calm and recognition. A powerful brand logo as a seal, sleek in design and within the clean grid code of the fresh produce category. Clear, confident, and scalable. For Europe, we were allowed to be more stimulating. More design value, more expressive. Here, the shelf calls for inspiration and character, so we emphasized the color, composition, and brand language. The result: two fresh lines. Developed by a strong team and at a rapid pace. From strategy to shelf in six months.