A Matter of Concrete
Designer | Joyce Kraanen Clarijs
Location | Rotterdam, The Netherlands
Launch Date | April 1, 2023
Homage When the iconic Van Nelle Factory, where you can find our roastery, was designed almost a century ago, the architects pioneered in their approach with new materials, a futuristic look and essentially choosing function over form (although it did result in a pretty astonishing building). Thinking beyond traditional wooden foundation poles and brick & mortar it became a matter of concrete. We pay homage to this unique feature of this iconic place. Mentality We like to think reasoned, future forward and quality driven. Defining our choices based on an unbiased blend of facts and individual taste. It’s not about assuming or following, it’s a matter of concrete decisions based on our vision and hard data. You can find this in our choice of packaging, interior and of course our selection of products. And lastly: no-nonsense, cut the crap, or “niet lullen, maar poetsen” as we say in Rotterdam: let’s cut to the chase. Making matter concrete. PACKAGING We love packaging design, but we hate waste and single-use packaging. Therefore, we try to find a well thought-out balance between aesthetics and sustainability. The hardest part here is having a food-grade solution that fits not just local waste processing but also national and international. The over-exploited words ‘reuse, reduce, recycle’ are more than a hollow message, like having a green leaf on the label, and we try to live by them as much as possible. AMOC Jar: Our AMOC jars are made from fully recyclable PET. They’re lightweight, which means not many resources are necessary for production. And most importantly, they are reusable for (almost) an eternity.
