Duo Penotti as a brand and product was conceived in the early 1970s by Marcel Peeters. The recipe for this delicious hazelnut spread is based on his grandmother's old recipe. At the same time as the hazelnut spread, he came up with the name Penotti. This name is based on the Italian word for hazelnuts: “nocciole”. The hazelnut spread quickly becomes popular across the country.

Advertising agency Superrebel
Peeters Products BV, the company behind Duo Penotti, engaged the Dutch advertising agency Superrebel to put the Duo Penotti brand more firmly on the map. Superrebel asked me as Freelance Visual Designer for the redesign of the outdated promotional website Penotti.nl.

"Two colours in one potti"
The most distinctive thing about the iconic hazelnut spread is the two colours, white and brown, in one jar. Those two colours had to be reflected in the design of the website, of course. The 'wallpaper' in the background gives the interior of the website the recognition with the hazelnut paste.

Iconic packaging had to take center stage

Special pot in a home environment
In addition, the special pot with the sturdy lid had to play the leading role in the design. While the lesser-known flavors would also come into their own. Because the pasta is mainly eaten in a home environment, a table was chosen to 'present' the jars of hazelnut paste.

Lots of details and chocolate shades for a young target group
In order to appeal to the young target group in the right way, we opted for a busy, detailed and image-rich design of the website. Because this is a product with a lot of chocolate in it, the brown tones of chocolate are of course prominent in the web page.