•Reassess the brand architecture strategy and design order to reinforce Brand equity.

•Upgrade the Branding and maintain family feel. Develop brand identity and visual properties guidelines and implementation rules.

•Strengthening Aroma Lady as a long term evolutionary process.•Simplify the current AL identity.•Revitalise and Modernise the coffee expertise / passion / tradition and innovative image of Douwe Egberts and this at a world wild level.

Too early