Nepluvi is the trade association for the Dutch poultry processing industry. Its members run almost every poultry slaughterhouse in the country, which makes it the sector’s voice by default, and a name most people outside the industry have never heard.
The brief was to put the sector in a better light. That meant talking to people who barely overlap: consumers cooking on a weeknight, a public asking harder questions, an international trade audience, and the young people working in it.
One website couldn’t do that. Somebody looking for a recipe and somebody asking which antibiotics are used in a broiler shed want different things from the same organisation, and a single site would have served both of them badly.
The harder questions were the point rather than the problem. Antibiotics, animal health, food safety, where the meat actually goes: that’s what the sector gets asked about, and answering it meant publishing figures and sources instead of reassurance.
Each audience got its own front door. Kiprecepten.nl for people deciding what to cook, Kip in Nederland for the public questions, Holland Poultry in English for the international trade, Young Poultry People for the ones coming up through the sector, and Kip. Kip lekker alongside them. I designed the sites and the style guides that keep them related, and drew the logos for Kiprecepten.nl and Holland Poultry.
The photography ran across the whole chain rather than the end of it: feed production, the farms, the slaughterhouses, and the people at each step. Shot as one body of work it shows a sector that loops back into itself, which is easier to show than to argue.
All five brands went live, each with its own site and style guide. Nepluvi has been a Giraffes4Zebras client ever since.
