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Merel:

Daarom Pindakaas

May contain traces of nuts

Daarom Pindakaas (translated as: Why Not Peanutbutter) is a fictional peanut-butter brand, founded in 2013.

We were graduating at Design Academy Eindhoven, where the most asked question is ‘why?’ After hearing this question for almost 5 years we thought it was finally time for an answer, which turned out to be: ‘Why not?’ We decided that this answer was so good is needed to be spread. So we asked ourselves how we could spread our message while celebrating ideas and cheering on the execution of them. The answer was obvious… peanut-butter. LET’S GO NUTS!

We started a movement using a (fictional) peanut-butter brand as the front for many reasons; because it gives you the energy to turn ideas into realities, because it smells, because design can use some oomph, because it is shapeless, because some people are allergic to it, because its texture causes debates (smooth versus crunchy), because it’s a spread that goes with anything and, well… just because.

Daarom Pindakaas went on tour with the peanut-butter vehicle in support of great ideas. We made commercials showing how our peanut-butter is not made, we designed a 100 posters with reasons why you should graduate with the subject peanut-butter, we built a gigantic peanut and we went NUTS.

Joint graduation project Maartje Slijpen & Merel Witteman
Department: Man & Communication / Man & Leisure
Year: 2014

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