Meijer Walters

How Animo reimagined variety and personalisation.

Coffee is personal

Some like it hot, others want it ice cold. Some swear by oat milk, others prefer the classic cappuccino. Yet in professional coffee systems, choice often comes with compromise: limited options, time-consuming cleaning, and complex maintenance.

With the Animo Latte+, a new milk module connecting seamlessly to their OptiMe X and OptiBean X coffee machines, they set out to redefine what “variety” means in professional coffee. A system that delivers barista-level drinks without extra effort.

The launch moment? HOST in Milan, the global stage for hospitality innovation. But before the Animo Latte+ could be introduced, it needed a story. That’s where Meijer + Walters came in.

Getting it right

Through close collaboration, the story and strategy began to take shape: who this product is for, what it solves, and why it matters. Then, the value proposition became clear. A milk system that adapts to every preference, seamlessly and hygienically, delivering barista-level quality every time.

For dealers, the Animo Latte+ means fewer complaints, lower service costs, and a system that’s easy to maintain. For end-users, from premium offices to hotels and healthcare facilities, it means variety and choice.

Make it yours

The creative strategy agency developed the campaign concept, ‘Make it yours,’ turning functionality into feeling. One-size-fits-all solutions don’t work for people with unique tastes, and the Animo Latte+ celebrates those differences.

Make it yours isn’t just a line, it’s an attitude. It expresses Animo’s belief in making professional quality coffee accessible and personal. And visually, it is designed to feel human, colourful, and full of character.

This was translated into a distinctive visual world built around five colours, five coffees, and five personalities. Each persona was captured in a custom photoshoot. Models dressed head-to-toe in their colour, set against matching backdrops, each holding their drink. The result is a vibrant expression of individuality and taste: visual proof that there’s no single way to enjoy great coffee.

Key phrases like “Your drink. Your way.” and “Dairy or plant-based. Perfectly warm or ice-cold. From silky to creamy foam.” became shorthand for the Animo Latte+ promise: effortless variety, every time.

Alongside this, Meijer+Walters developed comprehensive guidelines, ensuring every piece of communication strikes the right balance, and anyone working with this concept can hit the nail on the head.

Turning story into system

With the creative platform in place, Meijer + Walters developed a full launch package:

● Campaign guidelines for consistent tone, messaging, and visuals.
● A brochure showcasing benefits and features.
● A ‘recipe card’ to showcase the diversity of options available.
● A hero video and persona-based clips for HOST.
● A photography and colour library to unify all touchpoints.

Every asset reflects the same balance of engineering precision and human warmth, from the copy rhythm to the clean, confident visual design.

A confident debut

At HOST in Milan, the Animo Latte+ made a lasting impression. The colorful assets stood out amongst the usual brown tones of the coffee industry. And besides a beautiful booth, visitors were able to leave with information in hand.

Dealers recognised the reliability and ease of maintenance. End-users discovered the joy of true variety, served effortlessly. For Animo, it marked a new chapter, aligning technical innovation with emotional connection.

Because with the Animo Latte+, coffee isn’t a one-size-fits-all… You can truly make it yours.

About Meijer + Walters

Meijer + Walters help their clients set the course for brand communication. They help find true solutions to actual needs, leaving no stone unturned and getting their creative and strategic quality to pixel perfect! Founded in 2012, Meijer + Walters consists of a team of 10 creative strategy professionals, plus a network of specialists that support them whenever that’s needed.

They work internationally for companies including Air France and KLM, AkzoNobel, Invest-NL, IPP, Roche Diagnostics, Geomax, MP corporate Finance, and more, with branding, activation, and content.

> Background
With over 140 years of expertise, AkzoNobel’s International® brand has long been a trusted name in marine, protective, and yacht coatings. Known for quality, expertise and innovation, it has played a key role in protecting and enhancing assets across industries and oceans. And now more than ever, customers have expectations that go beyond product excellence – they want true partnership, expert support, and smart solutions.

Across all three segments – Marine, Protective, and Yacht – investments are high, regulations are increasingly tight, and the pressure to perform sustainably is growing. The time had come for International to strengthen its role across markets and reclaim its leadership position.

> The challenge
International needed a brand strategy that could support commercial pushes in key markets like North America and China, while creating consistency across three distinct segments.

The task:

– Reposition the brand with a clear and compelling value proposition
– Develop a flexible yet unified visual and messaging style
– Activate the brand across segments

All without losing the legacy and trust International® had built up over decades.

> The concept
We set the emphasis on International® being a genuine partner, championing its people and positioning them as a team of dedicated experts who collaborate closely to deliver targeted solutions. The new value proposition speaks directly to that:

“In the high-stakes, rapidly evolving world of Marine, Protective and Yacht coatings, you need a genuine partner and problem solver.”

This idea was brought to life through three core pillars:

– Experts you can trust
– Solutions you can rely on
– Innovation for today and tomorrow

The creative expression mirrors this personality: confident, human, knowledgeable, and optimistic. A flexible visual grid system, a distinctive anchor line, layered photography and a tone that’s smart but accessible, all reinforce the message: we put the customers’ ambitions first.

> The collaboration
Repositioning a global brand like this doesn’t happen in isolation. Together with AkzoNobel, we connected with stakeholders across the Marine, Protective, and Yacht segments, spanning time zones and disciplines.

We spoke with customers, ran co-creation workshops, and validated the brand direction at every step. From insights to execution, the process was grounded in real-world input from those who know the brand best.

To ensure seamless rollout, we created a comprehensive brand book and hosted multiple inter-agency alignment sessions – equipping global teams to apply the new brand across assets, channels, and markets.

> The result
By repositioning the brand for long-term success, Meijer Walters helped lay the foundations for a future-proof identity. The new creative direction brings unity without uniformity: it flexes to meet the needs of different segments, regions and audiences, while keeping the brand consistent and recognisable on a global scale.

The outcome: a refreshed, relevant, and strong brand identity that stands out in a complex market. One that reinforces International®’s unique strengths, not just in what they offer, but in how they work – showing up as a genuine partner.

> About Meijer Walters
Meijer Walters help their clients set the course for brand communication. They help find true solutions to actual needs, leaving no stone unturned and getting their creative and strategic quality to pixel perfect! Founded in 2012, Meijer Walters consists of a team of 10 creative strategy professionals, plus a network of specialists that support them whenever that’s needed. They work internationally for companies including Air France and KLM, Join Program, Invest-NL, IPP, Roche Diagnostics, Geomax, MP corporate Finance, and more, with branding, activation, and content.

In a rapidly changing Europe, the EEA and Norway Grants have played an important role in fostering social, economic, environmental, and educational advancements across 15 countries. Funded by Iceland, Liechtenstein, and Norway, the Grants are about more than just financial support; they embody a shared vision of a more equal Europe.

For the past six years, Meijer+Walters has partnered with the EEA and Norway Grants, helping communicate the transformative impact of their work to various audiences.

The Challenge
The EEA and Norway Grants were facing a complex communication challenge: how to distil the stories of hundreds of projects, spanning different sectors, into something cohesive and engaging. These projects – ranging from tackling social inequalities to protecting the environment – were making an impact. But ensuring that this impact was visible, understood, and felt by everyone, from civil society groups to policymakers, was no small feat.

Meijer+Walters aimed to connect these diverse projects into a clear and engaging narrative that accurately represented the EEA and Norway Grants’ work.

The Collaboration
1.The annual status reports: Simplifying complexity

Year after year, their status report would encapsulate a vast amount of data, metrics, and results – yet, they had to remain digestible and engaging. Traditional static reports wouldn’t suffice.

Together with the EEA and Norway Grants team, Meijer+Walters thought of something more dynamic, something that would bring the data to life. The solution was a user-friendly, interactive microsite – a space where numbers weren’t just facts, but stories of progress. This interface allowed users to explore at their own pace, diving into the details that mattered to them while never losing sight of the big picture.

The result is a platform that not only made complex information accessible to all stakeholders but also became a reusable tool that could evolve alongside the Grants’ future reports.

2.The campaign: “Civil society starts with you”
Initially, the EEA and Norway Grants’ Civil Society programme aimed to create a campaign centered on the general idea of ‘civil society’. However, recognising that this concept might feel too theoretical for many, Meijer+Walters suggested a more tangible approach – structuring the campaign around the six core values Europe is built upon: freedom, democracy, equality, human rights, human dignity, and the rule of law.

But how do you remind people of the power of these values, especially in a time when they can feel abstract or distant?

Rather than just talking about values, the campaign aimed to make them feel real. Meijer+Walters created a campaign platform with a bold, dynamic visual identity and messaging that was clear, accessible, and inspiring. Across digital and offline channels, content was rolled out that reminded civil society groups, policymakers, and the public that these values weren’t just ideals – they are the foundation of stronger, more united communities.

The campaign struck a chord with almost 100,000,000 impressions. Raising awareness and sparking both conversation and action, it reaffirmed the importance of unity in safeguarding the values that connect us all.

3.Storytelling for impact:Giving a voice to projects
Perhaps the most meaningful part of this collaboration was in the stories Meijer+Walters told. At the heart of the EEA and Norway Grants’ mission are the people – the individuals and organisations driving change on the ground, from cleaning up oil spills in Lithuania to transforming education in Romania.

Meijer+Walters set out to capture these stories, interviewing project participants and gathering their personal accounts. This effort turned into compelling articles that showcased not just the work being done, but the tangible impact it was having. Each article provided a glimpse into the impactful changes happening on the ground, featuring quotes and insights from those directly involved.

These stories were shared across social media, reaching even more people and amplifying the voice of these projects. Through this storytelling, Meijer+Walters helped highlight that real change starts with real people.

See an article about empowering sustainable communities in Slovakia, or one about tackling nuclear waste in Lithuania.

The Outcome
The collaboration between Meijer+Walters and the EEA and Norway Grants didn’t just help the Grants communicate their impact – it brought their vision to life in ways that connected with diverse audiences.

From the microsite that simplified complex data, to the campaign that brought Europe’s shared values to life and the articles that gave voice to those making a difference, the collaboration ensured that the Grants’ message of progress was heard, felt, and understood. Indeed, through its partnership with the EEA and Norway Grants, Meijer+Walters has helped them not just share facts but tell the story of a stronger, more united Europe.

To counter growing competition and communication challenges, AkzoNobel International Protective Coatings partnered with Meijer + Walters. The goal was to amplify their expertise in coatings for wind energy assets and solidify their leadership position.

The Context

Despite leading the wind energy coatings market, AkzoNobel International Protective Coatings faced strong competitive action, with competitors undercutting their pricing and attacking their solution offerings. This growing competition, along with a need for clearer communication about their unique value, prompted a strategic refresh to protect their market position and drive future growth.

The Solution: Connecting the Dots

Meijer + Walters developed the “Connecting the dots” campaign, which emphasised International’s unique ability to identify and create connections within the wind energy sector – an unparalleled overview of the industry. This concept was articulated through a compelling and cohesive messaging framework and striking visuals, highlighting International’s expertise, product quality, and leadership.

Strategic Approach

The campaign’s strategy centred on uniting the fragmented wind energy market by positioning International as the leader that sees the bigger picture and offers complete solutions. The strategic approach included:

• Differentiation through comprehensive solutions: Emphasising that International’s coatings cover all aspects of wind energy assets, ensuring high performance and durability from blades to foundations. This approach highlighted their ability to provide end-to-end solutions that competitors couldn’t match.
• Building trust and partnership: Positioning International as more than just a coatings provider but a trusted partner offering expert guidance and support throughout the project lifecycle. This strengthened their relationship with key stakeholders and reinforced their role as a reliable industry leader.
• Advocacy for best practices: Showcasing International’s commitment to driving industry standards, sustainability, and continuous improvement through ongoing research and development. This solidified their reputation as innovators and thought leaders in the wind energy sector.

Integrated Communication Layers

The campaign leveraged three key communication layers, each enhancing the overall strategy:

• Brand level: Highlighted International’s strengths with elevated perspective in the photography of wind energy assets, showcasing the “connecting the dots” concept. This established a broad, innovative perspective and positioned International as the industry leader with a comprehensive view of the sector.
• Product level: Focused on the specific advantages of products with detailed imagery of wind energy components. This layer built credibility by addressing customer pain points and demonstrating International’s expertise. The messaging at this level was solution-driven, emphasising practical benefits and superior performance.
• Track record level: Showcased authentic images of successful projects, including vector graphics of wind farms, underscoring proven performance. This reinforced the relevance of specific solutions, aimed at converting leads to sales.

Long-term Vision & Execution

Designed as a long-term initiative, the campaign’s continuity was ensured through a comprehensive style guide and an inter-agency meeting to align all partners on the concept. This guide will ensure consistent execution across all channels for years to come.

The Output

By highlighting International’s comprehensive solutions and deep industry expertise, the “Connecting the dots” campaign enhanced brand visibility and reaffirmed market leadership. This strategic approach positioned International as the trusted partner and industry expert, driving sustainable growth in the wind energy sector. And that’s how Meijer + Walters literally connected the dots of everything AkzoNobel International Protective Coatings does in the wind sector.

Explore how AkzoNobel International Protective Coatings brought this concept to life on their landing page for wind energy assets.

In an effort to enhance their social media presence, GeoMax partnered with Meijer + Walters.

The Client

GeoMax International, part of Hexagon, is a key player in the geospatial industry. As a workflow provider, they offer a fully integrated data ecosystem that simplifies and speeds up the daily tasks of construction surveyors. Known for their customer-first approach, GeoMax understands the everyday needs and environments of their clients. This deep understanding is reflected in the quality and performance of their products and services, all supported by robust local training and assistance.

A notable example of GeoMax’s impact is its involvement in preserving the La Brea Tar Pits, a significant paleontological site in Los Angeles. Using GeoMax’s advanced surveying and GNSS technology, experts accurately mapped and documented the site. This precise data collection was essential for understanding the site’s layout and fossil distribution, facilitating effective excavation and preservation. GeoMax’s innovative solutions streamlined the process, ensuring meticulous protection and study of this important natural history site with enhanced accuracy.

The Challenge

GeoMax sought a creative partner to enhance their social media output by improving post quality, setting clear objectives, and increasing audience engagement. This effort aligned with their customer engagement strategy, which emphasises personal connections, stress-free usability, and integrating customer feedback into product development.

Meijer + Walters conducted extensive research into market content and competitors, as well as a thorough channel performance analysis. They have been collaborating closely with GeoMax’s team to understand their unique needs and challenges, ensuring our strategies were tailored to meet their specific goals.

The Output

The focus of this collaboration has been on establishing a strong visual identity and recognisable tone of voice. The design templates, aligning with GeoMax’s brand guidelines, ensured consistency while keeping the content lively and engaging.

In addition to the visual elements, Meijer + Walters developed a tone of voice that was casual, positive, and enthusiastic, while maintaining GeoMax’s signature human focus. Their social media communicates with respect and affection for their partners, maintaining an approachable and friendly vibe. Wordplay, puns, and emojis are also incorporated where they fit to add a fun and engaging twist to the content.

To further enhance the content strategy, posts were categorised into specific content buckets, such as ‘events’, ‘offerings’, ‘distributors’, and ‘on-the-field’, among others. These categories allowed GeoMax to maintain a balanced and varied content schedule across their active social media platforms: LinkedIn, Instagram, and Facebook.

Through Meijer + Walters’ strategic and creative approach, significant improvements in GeoMax’s social media performance were achieved. Key metrics such as engagement rate, reach, and follower growth all saw noticeable enhancements.

This ongoing collaboration has been a success so far, as highlighted by Catherine Hauet, Global Marketing & Business Development Manager at GeoMax Positioning International:

We have been working with Meijer & Walters for over 5 years. Thanks to their understanding of our business model, their creativity, and professionalism, GeoMax’s visibility on social networks has kept growing organically. Our social media posts have become blueprints for our worldwide distribution network, enhancing our brand message globally. Many thanks to the team, always highly motivated and dedicated to reaching our business and marketing communication goals.

In recent years, there has been a noticeable shift towards environmental responsibility across industries. This has led to a surge in the use of natural materials like wood. This trend presents a unique challenge: preserving the beauty and longevity of wood often requires chemical treatments that can have a negative environmental impact.

The Case
AkzoNobel Wood Finishes recognised this dilemma. Many of their customers, like OEMs (original equipment manufacturers), sought sustainable solutions and practices across the supply chain, and were looking for a coatings partner to help them navigate this shift. They were searching for ways to improve their own sustainability credentials but weren’t necessarily aware of options that balanced eco-friendliness with effective wood protection.

AkzoNobel Wood Finishes wanted to bridge this gap and establish themselves as the go-to partner for those seeking responsible wood coatings: boasting a more sustainable supply chain, enhancing the durability of wood, and ongoing research and development in sustainability.

The Challenge
Research uncovered that while customers were eager to enhance their own sustainability efforts, they lacked clarity on how to achieve these goals. Therefore, they were actively seeking clearer sustainability credentials and support from their suppliers, so that they could effectively walk the talk.

The aim of this campaign was to raise awareness of AkzoNobel Wood Finishes’ existing sustainability practices in a way that resonated with the target audience. They wanted to understand how AkzoNobel Wood Finishes could help them achieve their sustainability goals, emphasising transparency and tangible actions.

The Output
When it comes to sustainability, we all have a part to play. It is a shared responsibility. Because no matter how small some steps may seem, together they can have a massive impact. That’s why Meijer + Walters’ solution was a multi-faceted campaign titled “It all adds up”. 

It emphasised the power of collective action, conveying the message that small, individual steps across the supply chain can lead to significant change for the wood coatings industry, benefiting businesses, people, and the planet.

The campaign maintained a factual tone, aligning with three core pillars:

• Taking the lead: Positioning AkzoNobel Wood Finishes as a sustainability leader.
• Exploring new options: Highlighting their commitment to more sustainable solutions.
• Sharing responsibility: Promoting collaboration for a sustainable future.

Each pillar was supported by proof points showcasing how, step by step, the company undertakes a multitude of actions geared towards sustainability. From replacing light bulbs on sites and reducing waste to optimising energy consumption during curing and providing carbon footprint data about products, it all adds up indeed.

This demonstrated accountability while putting forward offerings that facilitated customers’ journey toward sustainability, thus establishing AkzoNobel as the ideal partner in the field of wood coatings.

Creative choices in photography, shapes, and colours added depth and personality to the message. They connected nature to sustainability, playing with the various visual devices to define the visual identity of each of the core pillars as well as that of the overarching message of “It all adds up.”

Through this strategic and creative approach, Meijer + Walters not only met AkzoNobel Wood Finishes’ goals to raise awareness of their sustainability efforts but also empowered their customers to embrace and work towards a more sustainable future in the wood coatings industry.

Air France KLM Cargo introduces new service levels to make sure each shipment gets the attention it deserves.

The Case

In most cases, a shipment is a shipment. Yes, you can differentiate between categories, from pharmaceuticals and fresh produce to live animals and art pieces. However, there are times when a shipment might have a need for quicker transfers, special attention during handling, or extra care in cases of disruptions. With this in mind, Air France KLM Cargo introduced different service levels, allowing customers to choose the one that best aligns with their objectives.

The Challenge

The goal was clear: to enhance customer experience by offering varying levels of service, ensuring that each shipment receives the attention and care it requires. However, naming and defining these new service levels were only a small part of the full equation. As the project unfolded, Meijer + Walters identified additional requirements to reach this important goal:

• Defining, aligning and updating online content about the offerings.
• Facilitating cohesion between different teams by organising workshops.
• Streamlining external communications about the new service levels to raise awareness.

The Output

The goal of delivering a more customer-centric experience was achieved by defining service levels, aligning communication about the different products, and ultimately, strengthening the brand’s overall consistency. This is further emphasised by the positive feedback from Mathieu Fleisch, Vice President Product Strategy at Air France KLM Martinair Cargo:

I vividly remember the discussion about the number of priority levels we should have and the names to select. I now realise how complex our offer would have been without your support. What an achievement. You definitely elevated our project!

Sailing away on a yacht or a boat should be a celebration of the outdoors, and now, thanks to AkzoNobel’s forward-thinking approach, it can be just that.

Traditional antifouling products have long been at odds with environmental sustainability, but AkzoNobel International is rewriting the narrative with their pioneering biocide-free fouling control products. To address an industry misconception that sustainable products can’t match standard versions in quality, Meijer & Walters created an awareness campaign centred on the new B-free range.

The Case

AkzoNobel, a longstanding leader in the paint and coatings industry, has a history of innovation. They believe in offering both performance and sustainability, and to achieve this, their International brand introduced the B-free range of biocide-free* yacht coatings. These coatings, exemplified by ‘B-free Explore,’ maintain effectiveness while adhering to global environmental regulations.

* Biocide… What?

A biocide is defined in the European legislation as a chemical substance or microorganism intended to destroy, deter, render harmless, or exert a controlling effect on any ‘harmful’ organism. In this case, organisms are labelled as ‘harmful’ if they attach themselves to underwater objects like boats, rope, pipes and building structures. However, a biocide is the harmful culprit, harming the biodiversity found in the hydrosphere. This chemical is often found in foul control coatings.

The Challenge

With the launch of the B-free range, AkzoNobel aimed to pioneer biocide-free fouling control. Raising awareness and fostering a positive perception of AkzoNobel’s new biocide-free yacht coatings involves shifting the conversation about fouling control. To achieve this, they sought to:

• Connect with audiences on the love for boating.
• Highlight the connection between boating and environmental stewardship.
• Emphasise the performance benefits of the B-free range.
• Raise awareness about environmental regulations.
• Showcase the effectiveness of biocide-free products.

Jörg Walter, Founding Partner and Strategy Director at Meijer & Walter, said:

AkzoNobel is shaking things up when it comes to fouling control, and changing habits is not an easy thing to do! However, by taking the right insights as a starting point, the journey leading to change can be made smoother.

The Output

Meijer & Walters developed a creative strategy, inspired by the concept of ‘Turning fouling control on its head’:

• AkzoNobel’s unique approach: Shifting the fouling control conversation.
• Two sides of the coin: Biocide-free vs. traditional coatings.
• Attention-grabbing device: A fresh perspective.
• Highlighting the benefits: Emphasising the upside of biocide free products.

This foundation led to the creation of unique visuals and a comprehensive messaging framework. The campaign informed AkzoNobel’s audience about B-Free as a new fouling control coating range that excels in performance while minimising environmental impact. The result is a beautifully crafted and intelligent campaign concept, ready to be rolled out by various specialist agencies around the globe.