Ed. Haas
Winner
Excellence in Brand Strategy and Creation
Brand Design – Packaging
Details
With the repositioning of Haas, one of the most renowned brands in the baking, dessert, and seasoning segments has been visually reinterpreted. The goal was to unite the diverse product range under a modern, distinctive umbrella – while still preserving the brand’s heritage. The contribution of Lunik2: developing a fresh corporate design, redesigning the entire packaging range, and implementing a high-impact launch campaign.
The Jury‘s Statement
On the FMCG shelf, Haas lacked a visual framework that could carry both its heritage and the breadth of its range. The relaunch addresses this with a packaging system that brings clear order to the brand while giving it a more distinctive presence. The papercut visual world, the refined red, and "Edi Hase" create a precise recognition principle across very different product groups. The fact that this system also extends into the campaign and the point of sale anchors the repositioning well beyond the individual pack.
