Design a better world.


I’m Hester, a creative and analytical
design professional specialized in:

•  Concept design
•  New product and    
   service development
•  Innovative food service
•  Creative solutions for
   food and packaging
•  Strategic design
•  Storytelling and branding

My strength lies in understanding consumer needs and attitudes, distilling the essence of brands, crafting future directions through trend & competitor analysis, and commercializing these with the right product and service ideas.

I am here to help clients develop and design innovative food service concepts as well as inspiring marketing communication, branding & packaging design.

I love to bring unique stories to life, especially for brands with ideals that want to make our world a bit better.

Everyone on this planet eats.
That’s why I believe food can be one of the ways to help making our world a bit more sustainable.

Together with farmers, producers, scientists, entrepeneurs, policy makers, supermarkets, and you! we will be able to create a valuable, nutritious, tasty, and inspiring food future.


What is a Trend?

A trend is a manifestation of something that has ‘unlocked’ or newly serviced an existing consumer need, desire, want, or value. It is a living organism that mutates itself due to technological progress.

Trends are not fads. Trends endure, evolve. They represent underlying forces, first causes, basic human needs, attitudes and aspirations.

They help us navigate the world, understand what’s happening and why, and prepare for what is yet to come. Trends help us to identify emerging currents, and gain momentum in our culture.


Food loves Tech.

Addicted to coffee, super food, sports, or a healthy lifestyle? You are already biohackers without even knowing it...

To observe what is happening in the world, and thus, having good insight into the relevant trends that influence your business is one of the important pillars for building your company’s
future strategy.

Successful businesses start with understanding people.

Socio-cultural trends are essential for building a business strategy as these are long term trends and not shortlived hypes that come and go. The insights unlock creativity and serve as an under-standing of the progression of trends.
How these trends influence our lifestyles is an essential element in the process of product development.

In addition to general trends and developments, sector-specific influences play an important role.
Each domain has its own market and product trends.
Sectors such as food and beverage, fashion, interior and packaging design, f.i. Trends can overlap sectors as well.

We filter relevant, influential trends that are valuable to your business & market from a cross-industry perspective.

This is being compiled in a visual story of emerging trends. I address ‘design thinking’ and reveal secrets on how to achieve successful innovations.

Turfsteeg 4A, Haarlem, NL

BTW-ID  NL002141630B79

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