The refreshed Van Berkel identity is designed to reflect a business with deep roots in horticulture, while presenting it with the confidence and clarity of a contemporary wholesale nursery.
The direction balances experience and progression — retaining the approachable, hands-on character of a family-run business while creating a stronger, more distinctive presence across trade, digital and physical environments.
At its core, the identity is simple, optimistic and grounded. It feels connected to growing and the landscape without relying on the traditional visual language often associated with nursery brands.
The new Van Berkel identity is designed as a system rather than simply a logo. It gives the business a strong, consistent foundation while allowing enough flexibility to feel practical, human and energetic across different applications.
The result reflects where Van Berkel has come from — a family business built through generations of horticultural knowledge — while giving it a distinctive visual presence for the next stage of its growth.
Photography brings the human and horticultural sides of Van Berkel together.
Rather than relying solely on polished images of finished trees, the approach celebrates the people, process and knowledge behind the product — hands-on growing, selecting, pruning, moving and caring for stock.
Natural environments, genuine interactions and working moments help reinforce the practical experience behind the business, while broader landscape imagery demonstrates the scale and long-term impact of what Van Berkel grows.
The result feels authentic and credible rather than overly staged.
The website extends the refreshed identity into a clear, contemporary digital experience that balances brand personality with practical information. Bold colour, confident typography and strong imagery bring the visual system to life, while a simple structure makes it easy for trade customers to explore Van Berkel’s range, capabilities and expertise. The result feels established and professional, while remaining approachable and distinctly connected to the nursery.
The social direction gives Van Berkel a flexible and recognisable presence across digital channels. The bold colour palette, graphic devices and strong typography create consistency across product, people and educational content, while photography keeps the brand grounded in the day-to-day reality of the nursery. Together, the system allows social content to feel varied and engaging without losing a clear connection back to the wider brand.
