Kooyman 85 : Brand Book

Kooyman is the Caribbean's #1 home improvement destination with 7 stores on 5 islands. The remarkable brand journey started in 1939 and continues to thrive today.

The company's 85-year milestone in 2024 provided an opportunity; an omni-channel brand refresh, pivoting off its 85th anniversary.

The brand refresh included a recalibration of the company's mission and values, new design style, logo, color palette, tagline, etc. 

An important component to guide everything was the creation of a refreshed Brand Book - the blueprint that ensures consistency, clarity, and alignment across all aspects of a brand.


The Brand Book begins with an important message from the company CEO, Juri Kooyman in which he states, "This brand book is a valuable tool to understand our unified culture, ambition, and direction. Having a confident, clearly articulated brand image and ethos provides guidance in our roles, collaboration and achieving goals."


Key "chapters" of the Brand Book included: An overview of the company's breadth in the Caribbean, a historical recap of the last 85 years, company culture and employee strengths, brand values and benefits, customer profiles and more.

The Brand Book also boldly showcased the new design style, colors, typography and photographic style.

Importantly, the Brand Book has been an invaluable tool for employee unity as well as onboarding new employees.

Also, the Kooyman Brand Book has been distributed to partner vendors as well as customers for additional reach and engagement.