Hans

Hans is a traditional German charcuterie brand whose original identity was inspired by the cultural heritage of German families, particularly their classic coats of arms. As the portfolio evolved and the brand sought to move into a more sophisticated territory, the challenge was to create a rebranding capable of elevating its perception and supporting a range of products with higher added value. At the same time, it was essential to preserve elements of the brand’s visual heritage that were already part of its history.

Heritage is not something to preserve in the past. It’s something to redesign for the future.

The project began with a reinterpretation of the brand’s original crest, maintaining its traditional character while refining its proportions, drawing and typography to create a more elegant and contemporary identity.

The new visual language positions Hans in a more sophisticated space, reinforcing its origin and expertise in the world of German charcuterie.

To ensure consistency across the portfolio, a clear packaging architecture was developed, creating visual unity throughout the entire product range.

Graphic finishes, details and visual elements inspired by the universe of German charcuterie add personality and authenticity to the system, resulting in a stronger, more contemporary and premium presence on shelf.

Kopenhagen - Lajotinha

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