De Achterdeur
Branding an extraordinary eatery
Branding, marketing & communications
De Achterdeur is the new eatery in Niel from the team behind ‘t Steencaycken, an initiative by Vlotter Maatwerk. A place with a warm heart, a secluded garden and an open mind, where people facing barriers to employment are given opportunities that might otherwise remain out of reach. Supermoon developed the brand, from strategy and naming to the on-site communications and external marketing campaigns.
Strategy first, name second
We started with what makes the place different: social employment, honest food, a spot where everyone should feel at ease and conversations that start naturally. This became the foundation for the positioning as an extraordinary eatery and the name De Achterdeur, a door you can walk through without knocking.
From design to implementation
The brand identity is built around a distinctive wordmark, playful typography, a vivid colour palette and a set of illustrated hands that wave, toast, point and applaud. The identity comes to life across the painted entrance gate, menus, on-site signage, uniforms, gift vouchers and website.
Working alongside Open Soon, who designed the interior, we made sure the brand and the space spoke the same language, creating a coherent experience from the moment you walk through the door.
Bringing the regulars along
Before the doors opened, a teaser campaign featuring moving boxes at ‘t Steencaycken gave regular guests a glimpse of what was coming, making the move to Niel feel more like an invitation than a goodbye.
De Achterdeur opened with a brand that already felt like the place itself: warm, laid-back and open to everyone.
