Amsterdam Eet (made in a design team at Thonik)
Allard Pierson is a museum in the heart of Amsterdam, working with the University of Amsterdam’s extensive cultural and historical collections. In preparation for their exhibition Amsterdam Eats: A History in Dishes, they collaborated with Thonik to develop a campaign identity exploring the city’s relationship with food.
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The design draws from historic cookbook manuscripts and the museum’s archival material, using AI-generated illustrations in an etching style to depict iconic Dutch dishes. Set against a pickled green backdrop and punctuated with bright magenta, the layout features a vertical “XXX”, referencing both Amsterdam’s identity and the composition of traditional silverware and food. The result is a visual language that combines the archival with the contemporary essence of Amsterdam.