Rotterdam de boer op

Rotterdam de boer op! is an initiative that connects city residents with local farmers, food makers, and sustainable producers. Making locally sourced food a natural part of everyday urban life.

While working at Morrow, I was responsible for directing the complete brand ecosystem. Together with a great team we worked from strategic positioning to visual identity, social media campaigns, and spatial experiences that brought the initiative to life across the city.

The challenge

While the initiative was rooted in strong values around sustainability and local sourcing, it lacked a cohesive brand story and recognizable presence.

The main challenges were:

• Translating sustainability into something accessible and appealing
• Creating a clear, memorable message around local food
• Building a strong visual and experiential identity across digital and physical touchpoints

Brand strategy & archetype

Rotterdam de boer op! is built around the Rebel archetype. It is a brand that challenges the status quo and invites people to rethink everyday choices.

The strategic concept originated directly from the brand name itself. In Dutch, the expression “de boer op gaan” has a double meaning:

1. To go out and actively promote ideas, values, or products
2. To head out, explore, and venture beyond familiar ground

The first meaning carries a sense of activism and movement: standing up for change and bringing new ideas into the city. The second evokes adventure, discovery, and connection.

This balance between activism and approachability became the foundation of the brand’s personality: bold enough to challenge food systems, yet warm and inviting enough to engage a broad urban audience.

It guided both the tone of voice and the visual identity. Resulting in a brand that feels energetic, human, and optimistic rather than preachy or rigid.

Tagline

“Eet natuurlijk lokaal!”
(Eat local, naturally)

The tagline was designed with a double meaning. On the surface, it encourages people to choose locally sourced food in their daily lives. At a deeper level, “naturally” refers both to the natural origin of the products and to the idea that eating local should feel effortless and normal. Not a trend or obligation, but the natural choice.

This layered message became the foundation of the brand’s tone and communication.

Spatial experience

The brand extends into physical spaces. From market stands and signage to event installations: creating immersive experiences where people could meet producers, discover products, and experience the brand firsthand.

Result

Rotterdam de boer op! launched as a cohesive, recognizable brand that successfully brought sustainable local food culture into the everyday lives of Rotterdam residents. It strengthens community connection, visibility, and engagement across the city.