A Quest to Building Emotional Brands

Patriot Official
May 31, 2020 · 4 min read

In 2017 we had a dream. In 2019 it became a reality.

There is a general rule in most industries that building a brand takes 8–10 years. In todays world it is believe this process takes ‘only’ 5–7 years. It is still a long road, but with the world being so connected compared to 20 years ago, it is incredible how fast word can travel.

Beginning of 2017 we dug up an old idea and decided to bring it to life. It took 17 months of endless working days and weekends, endless amounts of concept designs and last but not least endless amounts of e-mails and phone calls to finally connect with the right people through the right idea.

A Short Story

At the time, I was working on a new brand that would be added next to “Pirveli”, a brand based on emotions, which we had launched and made market leader over the past 2 years. My time in the cavalry and later air force (for the Royal Netherlands Army) inspired to combine a military theme with a brand name that would provoke sentiments for the homeland: Patriot. Due to unforeseen consequences this portfolio expansion ceased to take place. Patriot was set aside.

June 2001: Eric van Duyn (left) and Udo Voss (right) with a master case of Pirveli

15 years later my wife uncovered the drawings in an old storage unit. After a few weeks of strategising, with the help of my son, we decided to take on the challenge of building up our own family legacy.

Patriot was originally developed to become a cigarette brand. However, the idea came about to rather build an umbrella brand. One that would encompass hand-made cigars, cigarillos, e-cigarettes and snus. This idea needed a much more diverse way of thinking and far more work, but we were convinced that these different market segments would support each other with the same end goal: build Patriot as a brand through emotions.


Our tobacco supplier and blending partners’ dedication to consistency is what allows us to supply the same quality and taste wherever we ship.


The cigar segment is especially important for us, as it emphasises the premium quality we aim to deliver throughout the entire portfolio.

Energy Drinks


A wonderful night and glorious gala we will never forget. When we started Patriot, such a feat so soon was unimaginable. We are very humbled to have received this award and regard it as one of the building blocks towards staying true to our fundamental beliefs: premium branding through emotions.

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