It’s one of those crafts that goes by solely in the background, and still everyone knows of its existence and uses the products. “I kind of like it that I have a secret profession,” says André de Koning, owner of Mountain Design in The Hague. “When someone opens his cabinet, our design will probably be in there,” says De Koning. He and his company design some of the most memorable Dutch articles. And by that he means the packaging of them. For instance, the pot of peanut butter by Calvé, or what about the cartons for De Ruijter hagelslag (chocolate sprinkles) and also Roosvicee is on the list.


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