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ISSUE # 23 | NOVEMBER 1TH 2025
Welcome back to Brand ID Weekly!
This wee were touring a tobacco factory (well technically just the brand, that is) in Groningen that’s been around for 200 years. It’s about to open as a brand new place for people to meet, work, and build new things together.
The entire identity and vision, designed by G2K Brand Design Agency, had a huge job: respect the old factory building, but make the space work for today’s businesses and community.
They did just that. G2K delivered a brand that feels strong, historic, and somehow still innovative and future proof. This is the playbook for how old places get new, future-forward life through great design.
Ready for a tour?…
From The Agecy: Niemeyer Opens. After 200 years, the historic Niemeyer tobacco factory will soon reopen as a new destination in Groningen. It will be a place where people meet, work, and innovate together.
Over the past year, we’ve worked with Niemeyer to develop their strategy, vision, and identity. Our goal was to respect the building’s industrial heritage while creating a space that works for today’s businesses and community.
The Niemeyer area carry a rich history. In the visual identity, past and future come together. The logo and colors build on recognizable elements from the past. The flexible design system and headline typography makes every expression recognizable and conveys a sense of constant evolution. Because Niemeyer is always in development.
The transformation will connect Groningen’s past with its future, turning a piece of the city’s history into a hub for collaboration and innovation.
Weekly Quote
Weekly Logo Highlight
heirei by We Want More. The Heirei logo by CFC uses sculptural letters to show how soft, liquid paint meets the hard, straight edge of a brush.
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