Around 320 million stroopwafels are consumed annually in the Netherlands (20 per person). Stroopwafels are just starting to take hold in the US.
Rip Van Wafels was one of the first companies to introduce the stroopwafel in America. When I first came into the company they had a logo and 4 flavors with packaging. Rip Van needed to expand their logo to a brand identity.
I narrowed down our audience to "Healthy Realists" and "Endurance Athletes” and partnered with our art director and to develop a full brand identity.
Rip Van Wafels
Marketing Manager - Danielle Kermode
Art Director - Sara Easterling