First day of Spring

Musical tributes to coffee

Transform a 19th Century coffee classic into a 21st Century Brand. 


In 2017 Perla, the in-house coffee brand for the Netherlands’ biggest supermarket chain Albert Heijn, came to First Day of Spring with a challenge: modernise the brand from soup to nuts (with coffee).

Our approach was to find and leverage the points where coffee and culture resonate, through food, stories and – of course – music.

Music culture informed our strategy to the whole brand brief, from a striking woodcut-inspired design language inspired by decorations used on instruments in the countries of the coffee’s origin, to a content series that invited Dutch music icons to compose thier own ‘ode to coffee’.


  • Dave von Raven (The Kik)