Brand refresh: Hansa

Hansa: Merging 3 brands into one
Field & Country of Origin: Writing Instruments, Promotional Gifts / Hong Kong
Task: Identity overhaul, package design, Typography
Design Year: 2005 onwards
Keywords: product development, package design, bilingual typography, branding, brand refresh

Challenge: Back in 2005, the company that owns the brand, faced tough competition and a fragmentation of its product branding and identity. The company owned three brands, all active in gift and premium market and they all suffered from poor, inconsistent branding communication.

Solution: I got involved with their project when they asked me to design a catalog for Hansa, which eventually led me to persuade them not only to change the branding communication system but also, abandon their two other brands and merge their product lines into one.

Logo, before and after the transformation
Logo, before and after the transformation

Results: It was a very tough decision for the traditional, family owned company; however, the results were astonishing. After a year, Hansa sales increased by 1.5 times and it became the number one gift brand in the region. The brand has hundreds of products in its portfolio. All package designs were done and sent electronically to various manufacturers in Hong Kong. So, I had to find a way to keep all things in harmony, while keeping the costs down. A two colour (black & silver) uniform design agreed with the client. Some of the items in this picture are sold as low as 1.5 USD, but in terms of positioning, since we changed the brand image, costumers see this brand on par with major premium brands.

SaveSave

SaveSave

SaveSave