From family business to future-proof brand
Kruytzer
Project: A brand story and visual identity in honor of 50 years of Kruytzer: from strategic marketing plan and name development to creative concept, photography, social content and anniversary campaign.
Goal: To position a trusted family business as a brand that is ready for the future. With an identity that honors the rich past and looks ahead. A brand that continues to bind existing customers while simultaneously appealing to new target groups in both sight and hearing.
Kruytzer has been a household name in Horst and surrounding areas since 1974. What started as an optician shop grew into a specialist in both eye and hearing care. With the 50th anniversary as a milestone, it was time for a brand story that does justice to both the past and the future.
Stradigi developed a strategic marketing plan, a creative concept and a visual identity that reflect Kruytzer's character: personal, expert and with an eye for detail.
Brand positioning
Brand story
Strategic marketing plan
Creative concept
Visual identity
Content strategy
Photography
Video
Linda Cupers
Eveline van den Wijngaard
Luuk Geerlings
Hayke Pouwels
Wendy Derix
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challenge
From family business to future brand
The challenge:
Kruytzer has been a trusted name in the region for 50 years. But how do you celebrate that rich past in such a way that it also gives direction to the future? How do you build a brand that on one hand continues to bind existing customers and on the other hand appeals to new target groups in both sight and hearing?
Objectives:
Seize the 50th anniversary as a catalyst for sustainable brand renewal.
Clearly and naturally integrate the expansion from eye care to hearing care.
Build a recognizable, warm and professional brand that connects generations.
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approach
From milestone to brand story
We started with a strategic marketing plan in which we mapped the core values together with the team: craftsmanship, personal attention and innovation. These formed the basis for the new brand story and the brand name:
Kruytzer Sight & Sound. A clear positioning as a total specialist in sensory care.
The creative concept 'Looking with love, working with passion' was central to the anniversary campaign. A tribute to 50 years of dedication and service, with a modern translation to the present.
What we developed:
A renewed visual identity that unites history and modernity;
An anniversary video about 50 years of eyewear fashion, enhanced with personal stories;
Professional photography to capture the warm team spirit;
Social content and a content strategy to carry the brand through the anniversary year;
Offline and online resources where consistency, recognition and quality come together.
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result
A trusted brand with a renewed vision
The anniversary campaign gave Kruytzer not only a platform to look back with pride, but also a solid foundation to build upon. The brand is ready for the future with an identity that connects both customers and team members.
Concrete results of our approach:
Strengthened brand positioning: the name Kruytzer Sight & Sound emphasizes the broad expertise.
Consistent appearance: from social media to practice floor. The brand works everywhere.
Greater visibility: the anniversary and campaign provided a boost in local recognition and engagement.
Brand experience with future value: the renewed brand identity connects with a new generation of customers, without losing sight of the existing audience.
Creative concept: Looking with love, working with passion
The anniversary year was marked by the concept ‘Met liefde kijken, met passie werken’. An ode to the dedication of the team and the long-lasting relationships with customers. This concept came to life in various expressions, including an anniversary video that highlighted 50 years of eyewear fashion.
Strategy: connecting history and innovation
In co-creation with the Kruytzer team, we mapped the core values: craftsmanship, personal attention and continuous innovation. These values formed the basis for a strategy that appeals to both existing customers and reaches new target groups.
The expansion to hearing care was integrated into the brand story, with a new name: Kruytzer Zien & Horen. This name emphasizes the broad expertise and the pursuit of complete sensory care.
Visual identity and content strategy
The visual identity was renewed with a fresh, modern appearance that fits the current time and Kruytzer's future vision. Professional photography captured the atmosphere and team spirit, while a content calendar ensured consistent and relevant communication on social media.
Result: a brand ready for the future
With a thoughtful strategy, a powerful creative concept and a renewed visual identity, Kruytzer has established a brand that both honors the past and embraces the future. Ready to provide customers with the best eye and hearing care for many years to come.
creating impact
together!
Want to brainstorm or discuss a creative approach?
We are ready for you.
Stradigi and Kruytzer developed together
a future-proof brand positioning
that connects 50 years of craftsmanship with renewal:
personal, expert and with an eye for detail.
