De Warme Winkel (which translates to something like “The Steamy Store”) is a renowned theatre group struggling with an awareness problem: with its rather unusual and complex name and content they are well known among a small cultural elite, but invisible beyond.
How can a new identity and campaign give room to their provocative nature, while including the nuance and thought they put in their work? How can their communication be extreme and accessible at the same time, attracting both theatre lovers and a larger audience?
The new identity addresses two tastes: for people who admire De Warme Winkel for their extremeness, and for people who prefer it to be more accessible.
Therefore, all communication consists of two layers: one screaming statement in a large font, and one that brings it back to its appropriate context using fine print.
As a theatre group that borrows heavily from literature, the new identity is composed entirely of text – one of a kind in the theatre industry. For every new play, the identity adopts a fitting typeface and a colour palette following the diversity of De Warme Winkel’s shows.
To introduce the new look and campaign in a memorable way, it was first used for a controversial name change campaign. De Warme Winkels adopted ‘toneelgroep Amsterdam’ as its new name, which had been abandoned by its formal owner ITA (International Theatre Amsterdam). After ITA’s opposition to the name change, De Warme Winkel changed back to its original name and this process was heavily covered by the media, resulting in an increased name awareness.
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