Digital, Strategy & Design + + + + +

Shaping the future of work

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Prooff devises solutions for the evolving workspace. Rooted in Dutch Design, this brand works with leading (international) designers and architects to develop products that promote dialogue and creativity in the office. Research and quality are paramount at Prooff. The scientific aspect was prominent in their previous identity: every piece of furniture had a number and the branding didn’t have much colour.


Vruchtvlees transformed Prooff into a personal brand with a clear website. The result is a brand that communicates at the same level as the user. We developed a style using organic shapes, human colours, and a personal language in text and imagery, an identity that, in its products and communications, speaks to the user. 


Every Prooff design encourages collaboration and wellbeing in the office. Each product can be used in numerous different ways. To express this, we developed a new language for Prooff in text, style and image that encourages discussion but also demonstrates how the pieces of furniture can be used. With photographer Jordi Huisman we captured each product in the different ways it can be used, with ordinary people in everyday clothes.


We developed textual guidelines that highlights the values of Prooff in a simple but strong way, for communication means and the website. The photographs combined with a minimalistic grid and subtle use of colour ensures a modern look and aesthetic that speaks to the imagination. Everything comes together on the company’s new website.


The new identity Prooff really sparks your imagination. The new style is refreshing and easy to navigate while showing the various ways the furniture pieces can be used in the office. Every product is based in research to promote efficiency and wellbeing at work. The new website provides an opportunity to show this research from a more human perspective. From business cards to product leaflets, newsletters and the website, the new style seeks to open upon discussions about the evolving workspace.

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Rindor Golverdingen

Co-founder - Creative Director

Rindor would love to tell you more about this project

070 - 785 17 34

Looking for someone else? Our entire team


Vruchtvlees is now

Designers, developers and strategists who transform good brands into great ones. We create living brands: flexible, scalable platforms that empower companies to become the best version of themselves: ones that people love and drive growth.

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