Customer case: Crisp & Unrobe
About the shopper everyone walks with, sustainable corporate apparel and a loyalty program that works!
Crisp is the supermarket app for bang-fresh food. In 2019, Unrobe and Crisp joined forces as two likeminded companies with a shared mission to create sustainable corporate apparel and merchandise. What began with the development of T-shirts and sweaters quickly grew into an intensive collaboration with a successful loyalty program. Rozsa Groothoff, Creative Director of Crisp, talks more about this collaboration,
the creative processes, successes and more.
About Crisp
Crisp is the online supermarket with the shortest route from farmer to plate. The popular grocery app stands for products of good origins. As much as possible local, seasonal and sourced from 800 small-scale farmers, makers and growers. Top quality groceries full of flavor, easily ordered through the app and delivered to your front door responsibly.
Let’s meet Rozsa
Rozsa has been responsible for the brand and all associated expressions and creations developed by Crisp since its inception. She works closely with Unrobe in the process, from concept to production. With great pleasure!
Crisp and Unrobe are two likeminded companies. What do Crisp and Unrobe have in common?
Crisp and Unrobe both want to make the world a little tastier and leave it a better place. Crisp's mission is to make better food accessible to more people. Together with all our partners, we are constantly looking at innovation and renewal and making sure that the story and the origin is right. Unrobe naturally works with only European factories that simply get paid well and work with the right sustainable materials. This is where we find each other.
“Our loyalty program is very successful: one third of our new customers come through it. And that’s partly thanks to Unrobe’s attractive items. A truly great result!”
What were you looking for in a party to partner with for your corporate apparel and merchandise?
A reliable party that matches our values and takes responsibility. A party that puts quality and the way it is produced first and not the lowest possible price and mass volumes. In this, Crisp and Unrobe understand and strengthen each other. Unrobe knows exactly where the products and materials come from and has this transparently mapped out. That gives confidence. We found it important that we could offer products made as close to home as possible. That has become Europe, which is a good origin for textiles. Our customers trust us with food from a good origin, so the same principle applies to everything else we develop. Together with Unrobe, we were able to fully customize our products in line with our brand and style. Equipped with quality details, with a comfortable fit and made from sustainable materials. Unrobe makes no concessions in this and, like us, strives for the highest achievable in quality and durability.
Sustainability is becoming an increasingly important issue for consumers and companies. With new European directives, the European Commission is forcing companies to be more open about their impact on the climate and living environment. Has this trend and demand for sustainability influenced the choice of Unrobe?
Frankly, we were ahead of the legislation. Crisp was founded on the philosophy of changing the traditional food system. So it made perfect sense for us to choose a partner with the same philosophy in this area.
Beeld: Crisp
Sustainable clothing produced in Europe often carries a different price tag than clothing from Asia. What does this get you?
We believe that everything we develop contributes to our brand experience. Everything we offer our customers must therefore be of the best quality, and we make conscious choices in this regard. Unrobe's sustainable clothing lasts longer because the quality is better. We also involved our delivery staff in the development of the corporate clothing and asked them to give input. Even in non-standard sizes, Unrobe still managed to produce the right clothing, in smaller quantities. It is very nice when a partner thinks along in this way. Our delivery people really wear the clothes with pride and that affects how they experience their work.
Do you think more companies should make the trade-off for sustainable corporate clothing and goods?
Yes, as in the food industry, the urgency of sustainability in the textile industry is very high. There are so many abuses that we read about in the media; the issue is very much alive. It is a requirement to make conscious choices in this as a company.
The Crisp-shopper is really a mega success. I see everyone cycling with it. How does an idea like this come about?
A textile shopper has become indispensable while shopping, especially since plastic carrier bags are becoming less and less common. Even though we are not a physical store, people like to carry the shopper when they go to the market or get groceries elsewhere. That's great brand awareness for Crisp and a reminder to open our app. Besides the thick quality fabric - made from organic cotton - the bag also has many functional details, such as an interior zippered pocket, a label and an all-over interior print with an apple illustration. In addition, the bag is developed in our brand color Seaweed, making it instantly eye-catching and different from other bags. By the way, we have now also created very cute children's aprons with Unrobe. Really a mega hit! People ask about the aprons all the time. The illustrations on that apron make it very kid-proof and not just a brand expression. People are really happy with it.
In addition to kids aprons, chef knives, cake scoops and cooler bags that Unrobe produces for Crisp, you guys also have a super nice loyalty program (Invite a Friend). Ten items you can earn as a customer by inviting friends and family to shop at Crisp. Products like a handmade water carafe or an enamel oven dish. Or tablecloths and napkins made from organic cotton. Unique items, all with Crisp logos and branding. A fairly wide and distinct range of products which is not always easy to source. How does Unrobe help you with this?
We are very critical in what merchandise we give our customers. It has to be valuable, functional and absolutely not irritating. When we come up with a new concept, Unrobe can actually always deliver it relatively quickly. Because of this, we work closely together in the creative process. Daan, the founder of Unrobe, regularly comes here to the office to show samples. Then we work together toward the final product. Indeed, we have now developed water jugs, cups, bowls, plates, serving spoons and tea towels. You can save these in a loyalty program. We really notice that customers appreciate receiving these products. About the tea towels, we receive proud pictures from customers about how beautiful they look in the kitchen.
What would you say to other companies that might want to partner with Unrobe?
If you want sustainable corporate apparel and merchandise of the best quality, Unrobe is the right place for you. Unrobe is really a party that actively and creatively thinks with you about which product is best for your brand. I think companies often have little experience with what merchandise they do/don't need for their business. Unrobe is really good and experienced at that. They look at trends with you and what just works well.
And, Crisp and Unrobe? Lasting partners for the future?
Definitely! We created some really cool stuff and are on the same page. Nice to know, our loyalty program is very successful: a third of our new customers come in through recommendations from friends or family. And that's partly thanks to Unrobe's attractive items. Really a great result!