Huis van Beleg – Tourmalijn

Experiencing pure organic food

Design brief

Together with WeLL Design and HAS, Onno Knoppert, director of Huis van Beleg, initiated the project ‘Kill de Portieverpakking’ (‘Kill Portion Packs’).

The process

Target was to create a look that suited Huis van Beleg’s quality products. Hard work, quick learning and adapting, creativity, integrated approach; these were the ingredients for the realisation of a totally new concept in fresh products – achieved within 3 months!

During Pressure Cooker sessions we worked in an open innovation setting. Business, marketing, design and production experts worked closely together. The cooperation resulted in a complete solution, including concept realisation, business case, intellectual property, marketing and communication. Concept development is nothing new for WeLL design.


The result

With Tourmalijn, Huis van Beleg introduces a true fresh food experience for food service customers. An experience comparable to a visit to a deli where ‘tourmalistas’ serve freshly cut meats and cheeses. There are many advantages for customers: an exquisite range of fresh products, expertly trained staff and full taste experience.