Differentiation & Distinction

As a startup it’s all about being different to challenge the established market parties. But just being different with a great product or service isn’t enough to grow to a successful brand. You have to create a memory structure in people’s mind.

You can only do that by being a brand with distinction. You build that with brand assets that are recognisable and memorable. We work closely with the entrepreneurs and their team in helping to grow to a successful scale-ups.

The relationship with the founders Jasper and Melvin started in 2016 by developing an iconic bottle and brand mark for the most sustainable soap in the market. Marcel has been part of this amazing journey of Seepje,  from the farmers in Nepal to the European supermarkets.

How  a colourful elephant makes impact in building a sugar-free generation?

In 2025, Perspective started working with TooTea’s founders Joey and Jurian on a complete rethink of their brand and communication. We developed a step-by-step approach to identify the strongest brand assets to build on and create a distinctive identity that could help them grow from a primarily B2B business into a consumer-facing brand.

Gooische Bierbrouwerij is a brewery in which Marcel was a founding partner. A socially inclusive startup with the aim to make seriously good and interesting beers. Based in Hilversum and determined to remain small and manageable they needed an identity that is flexible, sustainable and premium. A minimalistic brand design for award winning beers.

A vibrant brand identity & store concept for a pilot store at a high traffic location. Y yogurt offered freshly made, creamy yogurt in healthy and indulgent variants for daily travellers & shoppers. As one of 5 partners in Y yogurt, Theo developed the brand strategy and Saskia Vermeulen developed the brand identity and communication.

In 2006, three guys left their corporate careers behind with a simple ambition: make choosing wine easy and fun. Grapedistrict grew into a disruptive wine retailer with more than 15 stores and a successful wholesale business. Theo was involved in the development of the brand identity and retail concept, designed by Thea Bakker and her team at VBAT.