Presentation can move a product, so Pruisken recruited three RISD students — Jake Zein, Angela Hsieh, and Marc Weiss — to design the packaging, which introduces Van Wafels as "Holland's famous cookie, finally pressed in America, with pride and passion." Pruisken was gleeful when the world-famous graphic artist Ed Fella designed the font for the company name — for free.
This is all pretty heady stuff for a guy majoring in applied mathematics-economics, but Pruisken, who is now the lone baker after Ornitz left the company recently to pursue a banking career, is determined to make Van Wafels as common in America as chocolate chip cookies. If customers' reviews are any indication, he just might succeed.
"They're the best," says Nico Jaar, a Brown student. "They're sort of weirdly unique. I don't know how to explain it. They're slightly different — not normal cookies."
Blue State goes out of its way to sell locally made treats, but most fail. Van Wafels, which cost $2 for a package of two, are the exception; they're flying off the shelves, says co-owner Alex Payson. It doesn't hurt that the cookies go well with a hot cup of koffie.
: This Just In
, Nico Jaar, Culture and Lifestyle, Food and Cooking, More