CASE STUDY
A Legacy Brand, Reimagined
Steenstra’s
INTRODUCTION
Finding New Ways to Preserve Tradition
Steenstra’s has been a household name for delicious almond windmill cookies and classic Dutch baked goods since 1925. Located in Jenison, Michigan, their artisanal treats truly honor a century of tradition, craftsmanship, and quality. As a new generation stepped up to lead this storied family business, they smartly recognized it was time for a modern update. Mix Creative Group came in to implement a comprehensive brand refresh, touching every single customer interaction point—from packaging to their website.
Our goal? To gracefully propel Steenstra's into its next hundred years while perfectly preserving its rich legacy.
THE PROBLEM
A Storied Legacy Facing a Modern Identity Crisis
Steenstra's definitely had a celebrated, century-long legacy, but its brand identity was starting to show its age. The new generation at the helm knew that to truly thrive into the future, they needed to bridge the gap between their timeless classics and today's contemporary market. Here were the challenges we faced:
Outdated Brand Perception: The existing brand just didn't quite reflect where the business was heading, and it wasn't connecting effectively with newer, younger audiences.
Inconsistent Touchpoints: Various brand elements across packaging, marketing, and digital platforms lacked cohesion, meaning customers weren't getting that unified "this is Steenstra's" experience.
Limited Digital Presence: Their online presence, especially their website, wasn't really showcasing their amazing products, supporting modern e-commerce, or engaging customers in a dynamic way.
OUR STRATEGY
Blending Tradition with Tomorrow
Our strategy for Steenstra's was a comprehensive brand refresh designed to proudly honor their rich legacy while powerfully propelling them into the future. We aimed to:
Preserve Core Identity While Modernizing
We wanted to strike that perfect balance between Steenstra's incredible tradition and fresh, contemporary aesthetics and messaging—all while still feeling wonderfully familiar to their existing, loyal audience.
Standardize Brand Touchpoints
Creating cohesive brand guidelines was crucial to ensuring consistency across all visual and verbal elements, from that iconic packaging to every digital interaction.
Enhance Digital Presence + E-commerce
Developing a modern, super user-friendly website with full e-commerce capabilities was key to expanding their market reach and streamlining sales for their delicious treats.
Engage New Generations
We planned to implement smart social media and content strategies that would genuinely resonate with multi-generational customers and capture the attention of emerging audiences.
Our Tactics
Brand Strategy
Social Media Strategy
Content Strategy
Brand Guidelines
Photoshoot
Website Structure, Copy, Design, and Build-Out
EXECUTION
Crafting a Century’s Next Chapter
Brand Strategy + Guidelines
A well-considered, professionally strategized brand refresh was the first, absolutely crucial step. To truly honor Steenstra’s legacy and tradition, we kicked things off with a deep discovery phase to get a holistic understanding of their 100-year-old business. We then translated all our findings into updated messaging, covering their vision, mission, and positioning. We also outlined a fresh approach to social media and content marketing.
Based on our discovery, thorough research, and direct input from the client, our team then reimagined Steenstra’s logo designs. We then clearly defined updated logo use parameters, brand colors, typography, and photography treatments within comprehensive brand guidelines. This guide empowers the client to maintain a cohesive brand identity for years to come.
Asset Development + Photography
Next, we developed updated print and digital assets to support their day-to-day operations. This included new email signatures, business cards, and social platform assets. We also completed a full packaging redesign, making sure their products beautifully reflected the revitalized brand on every shelf. To bring these new designs to life with compelling visuals, we provided creative direction for a professional photoshoot, which yielded stunning, high-quality imagery of their products and brand.
Website Design + E-commerce
Finally, the brand refresh culminated in a complete website redesign. We prioritized strategic messaging, a clean, modern design aesthetic, intuitive user flow, innovative presentation, and clear goal conversions. We also baked in SEO best practices to really boost their visibility and ensured a positive administrative experience for their team. Critically, we established robust e-commerce capabilities, enabling online sales of their beloved baked goods and new branded merchandise, which immediately opened up exciting new avenues for growth.
THE RESULT
A Sweet Future Ahead
Our work with Steenstra’s enabled the client to reach their audience in new avenues with the same timeless classics. The rebrand was successfully executed and warmly received by generations of Windmill cookie-lovers. The updated brand identity, cohesive collateral, and new e-commerce-enabled website have perfectly positioned Steenstra's for continued success.
Achieved Outcomes
Project recognized by the American Advertising Federation for excellence, winning a Silver ADDY in the category of “Integrated Marketing Campaign”
For the first time, Steenstra’s is able to sell both their cookies and their merchandise direct-to-consumer via their brand-new e-Commerce platform
New packaging and retail presence launched across the U.S.