A complete brand identity system rooted in one clear principle: the product is the brand.
Steel wires became the visual and conceptual foundation. Instead of designing around the product, we designed from it. The structure of the wires informed the grid. Their tension and precision shaped the typography. Metallic gradients, derived from real steel surfaces, became a recognisable brand element across digital and communication assets.
The system balances heritage and progression. Van Rooy’s long history and craftsmanship are visible in the restrained, confident visual language. At the same time, the identity is built for a digital-first environment and works consistently across all brand touchpoints, from communication to the online platform.
Interaction design extends the identity. Subtle steel gradients respond to user behaviour, creating a controlled shine that reflects the material itself. Nothing is decorative; everything refers back to the core product.
The overall tone is industrial, direct and functional, aligned with the mentality of Rotterdam.
The result is a coherent brand system where product, story and commerce are fully integrated.
