On October 30th 2008, Groningen staged the festive introduction of the new Hooghoudt jenever presentation developed by Claessens|Cartils, Amsterdam.

This design is the first visual expression of a newly formulated company positioning. It underlines Hooghoudt being a contemporary and Dutch company producing quality liquours. Main objective of the redesign project was to create a clear design structure which could be used to build a consistent outlook of the Hooghoudt liquour assortment. In order to do this, the corporate logo was adapted so that it gained authority and clearly expressed the contemporary character of the company.

As can be seen in the new jenever presentation, this logo is the core of the design structure and will be the main element in all Hooghoudt brand presentations. Following, focus was on reinforcing the Hooghoudt Jonge Dubbele Graanjenever. By adapting different graphical elements and the bottle shape, the brand design gained the necessary authority and authenticity. The new presentation is recognisable for consumers and at the same time has become more surprising and innovative.