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
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 inconsistent branding.
I got involved with their project when they asked me to design a catalogue for Hansa, which eventually led me to persuade them not only to change the branding but also, abandon their two other brands and merge their product lines into one.
Merging three brands into one was a tough decision for the traditional, family owned company stakeholders; however, the results were positive. After a year, Hansa sales were up 150% and it became the number one gift brand in the region. Now the brand has hundreds of products in its portfolio.
A two-tone (black & silver) uniform design agreed with the client. Since the change in branding, brand image is on par with high-range brands in the target market.