After fifty years, Van Zelst presents a renewed visual identity. The new logo reflects what the family business stands for: craftsmanship since 1975, with a committed, reliable, and professional approach to every coffee moment and a clear vision for the future. With this step, Van Zelst brings together its rich history and modern direction, thereby emphasizing its dedication to quality and innovation.
Van Zelst started in 1975 as a family business, built on the conviction that coffee is more than a product. Coffee stands for warmth, connection, and relationships—values that are deeply rooted in the family and continue to guide the company to this day. What began with a passion for quality has grown into a reliable B2B partner trusted by thousands of people every day.
Van Zelst’s family values are reflected in customer-oriented service, a nationwide presence with three branches, and a strong focus on sustainability and social entrepreneurship. With craftsmanship and specialization in coffee and tea, Van Zelst guarantees an optimal taste experience and perfect equipment operation, supported by maintenance and appropriate advice, offering a wide range of brands and sustainable alternatives. Van Zelst gives shape to sustainability by already reducing its food footprint by half and making conscious choices regarding electric driving, recycling, CO₂ offsetting, and access to clean drinking water in developing countries. Social entrepreneurship is inextricably linked to this, with attention to inclusivity and opportunities for people facing barriers to employment.
The core of the new logo is inspired by the essence of coffee and tea: warmth, movement, and refinement. The wavy lines refer to the flowing aromas and the artisanal process that makes every cup unique, while the logo subtly features a recognizable cup—which is ultimately what it is all about. The tagline “Since 1975” remains a permanent part of the logo and emphasizes pride in nearly five decades of craftsmanship, reliability, and lasting relationships. The renewed color palette also tells the story of Van Zelst: the fresh blue Cold Brew stands for innovation and modern coffee preparations, with a nod to the blue hues of the past. Chocolate brings warmth and coziness, inspired by the rich notes of coffee and cocoa, while Latte provides a soft, neutral base that adds calm and balance. Together reflect
