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Lead Image

STRIETMAN Collateral


Production Method




Vincent Meertens

Design: Vincent Meertens
Product photography: Wouter Strietman
Photography of the visual identity: Vincent Meertens



Zwaan Printmedia

Copper ink (PMS 876U) on tactile paper replicates the natural materials used in STRIETMAN’s exceptionally crafted espresso makers in this stationery suite by designer Vincent Meertens. 




Quantity Produced


Production Cost


Production Time

2 Weeks

Dimensions (Width × Height × Depth)

business cards: 2.165 × 3.346 in.
flyers: 5.8 × 8.3┬áin.

Page Count

Paper Stock

Munken / Lynx / 400 grams
Munken / Lynx Rough / 300 grams
Munken / Lynx Rough / 90 grams

Number of Colors





Verlag Condensed


Strietman Collateral
Strietman Collateral
Strietman Collateral
Strietman Collateral
Strietman Collateral
Strietman Collateral
Strietman Collateral
Strietman Collateral
Strietman Collateral ---

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Project Description

STRIETMAN, founded by Wouter Strietman, is dedicated to the perfection of espresso making. The design firm develops coffee related products for the consumer market that excel in craftsmanship: simple and reliable engineering built to last forever. The ES3 espresso machine goes back to the essence of espresso making. The technology involved has been simplified and made visible in every detail. The ES3 is operated manually for full quality control, letting the user trust their own judgement by relying on the senses.

When approached by STRIETMAN to design the company's visual identity, my strategy was to communicate the exceptional attention to craftsmanship found in STRIETMAN products, evident in each and every identifiable element. Using highly tactile paper with the logo printed in a PMS copper finish, the communication material is a first introduction to the high end quality of STRIETMAN products. Promotional flyers are printed in sets of 3, each with their own lay-out and photography. For a specific application or event, an extra layer of information is added by silkscreening on top using white ink. A clean typographic system supports the product photography while the color palette reflects the three main materials STRIETMAN employs: copper, brass and metal.

Production Lesson(s)

The Strietman product range uses very pure materials that are natural and uncoated (no paint or finishing layers are used). The challenge was that this same tactility and luxurious feeling needed to be present in all communication material. I used a PMS copper ink (876U) on extra rough paper to achieve this. The PMS copper ink exactly has that same material qualities that can be found in Strietman products. ”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 10, 2014


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

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