For ING, I had the honour to come up with a new concept and design for their iconic Penniemaat. The previous, now 20-year-old, iconic piggy bank turned out to be too expensive to produce, too big to ship, and made from (a lot of) plastic. This had to change, especially towards a more sustainable approach.

After exploring many digital possibilities, the ultra-analog Droommeter concept was chosen: a meter-long 'piggy bank' for children aged 6-10 that helps them estimate how much they still need to save to achieve their savings goal. Set a target amount, create a simple savings plan, and save with euros and your digital money to make your dream come true. With the slider, you can keep track of where you are on the way to your dream, and thus see exactly how much more (digital) money you still need to save!

I really enjoyed producing this concept together with premium designers Maarten Heijltjes & Simon Akkaya. The Droommeter is still in soft-launch fase, but I'm sure it will help many kids ánd the brand already!

Year
2021

Client
ING

Made at
DEPT®

Role
Creative Director

With
Lotte van der Leegte,
Waarmakers
& David de Winter