Oranje Tulip
A complete brand and website for Oranje Tulip — a Dutch stroopwafel concept in Malaysia — from naming and logo through brand guidelines to a launch-ready ecommerce home that introduces a niche category to a new market.
Stroopwafels are still a niche-name treat for many Malaysian shoppers. The brand had to introduce the product itself while standing out as a confident dessert label — playful enough to feel like a treat, considered enough to scale into gifting, catering, and retail.
The work spanned naming and identity all the way through brand guidelines and the website, so every layer needed to ladder to the same warm, joyful idea: this is a treat worth sharing. With three flavours, custom toppings, gifting, and catering all in scope, the system had to flex from single-treat hero shots to corporate catering packages without losing voice.
The website had to do introduction work, conversion work, and brand-building work in one scroll — most visitors arrive having never heard the word "stroopwafel," and the site needs to send them away wanting to share one.
We landed on a system anchored by "Share smiles, share stroopwafels" — warm, social-led, and built around the three signature varieties (Original, Chocolate, Caramel) plus custom toppings.
The website at oranjetulip.com.my opens with the origin story, then puts the menu, toppings, gifting and catering paths within easy reach — backed by an Instagram feed that does the social-proof job at the same time. From brand naming through every product detail, the system is one promise made consistent: every bite is an adventure.
The brand is built to scale into new flavours, seasonal collections, and adjacent treat formats without rewriting the visual logic — the architecture is the framework; the product just changes the topping.
Oranje Tulip's brand framework supports the road ahead — new locations, new product collaborations, seasonal gift collections — all extending from the same warm, joyful identity that launch established.