Kooyman 85 years : Brand Refresh

Kooyman didn't become the Caribbean's #1 home improvement brand overnight. The Kooyman story has humble beginnings in 1939 as a family hardware store on Curaçao…today growing to 7 stores across 5 islands; Aruba, Bonaire, Curaçao, Sint Maarten and Barbados.


As the milestone of 85 years serving their island communities approached, Kooyman embarked on some home improvement of their own; an omni-channel brand refresh, pivoting off its 85th anniversary.
Step one was a recalibration of the brand's values and mission statement - "Building a brighter future together - For our Customers, Communities, and Co-workers." 
From there, a new tagline was created, grounded in positivity and progress: "Kooyman - Everything You Need to Succeed."

Atop this strategic foundation, we partnered with Total Design for a complete brand redesign which included: a Caribbean-inspired color palette, department icons and color coding, a robust font system, dynamic animations, distinctive humanistic photographic style, sonic branding and more.
In tandem, a multi-island shoot was executed, highlighting the diverse people and communities Kooyman serves. 
The new brand refresh rolled out in the months prior to the 85th anniversary, kicked off by an emotional brand film, “Together, We Rise." 
The new design cascaded across all paid and owned media including: TV, Cinema, Digital, Print, Billboards, Radio, Social, Brochures, In-store signage, local activations, and more
On the 85th anniversary day, Kooyman customers were the guests of honor enjoying special deals, prizes, and giveaways.

The initiative has already shown returns, with record increases in online and in-store sales, social engagement and time-on-site.
Most importantly, we've set the Kooyman Brand foundation for the next 85 years.