( BRAND STRATEGY ) ( BRAND IDENTITY ) ( PACKAGING DESIGN )
Hans
The Hans brand was born in 1960 from humble beginnings in Queensland, Australia. With a strong commitment to European culinary traditions, the brand has honed its craft in creating authentic smallgoods over the last 60 years. This dedication has resulted in the brand becoming a successful national smallgoods brand, sold in supermarkets throughout Australia. Despite this success, the time has come for the brand to re-establish its place and position in the market in order to fulfill its ambitions for further growth.
(THE CHALLENGE)
Tasked with creating a new brand strategy that positioned Hans as the continental meat specialist, we defined the brand's purpose to share the enjoyment of food in the warmth of good company.
A refreshed brand identity was needed, along with a packaging design suite for their expanding portfolio. The challenge was to incorporate the rich history and legacy of the brand laid by the founder Hans himself, and to ensure a comprehensive portfolio architecture was in place. This was necessary to be able to accommodate the large range of products offered, as well as new product developments in the future.
(THE SOLUTION)
We led collaborative workshops with the Hans Marketing Team to define a new strategic brand idea. We uncovered a new positioning for the brand, along with a brand personality, narrative and attributes that provided a clear path for brand behaviour and growth.
