Ed. Haas
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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
In a dense FMCG environment, Haas had lacked an identity that united the breadth of its range under a clear brand idea. The relaunch provides this through a distinctive system of corporate design, packaging and campaign work that does not put heritage on display, but carries it forward in a contemporary way. The papercut imagery, the revised red and "Edi Hase" create coherence and presence across multiple touchpoints. This turns a familiar brand back into a visible reference point on shelf and in activation.
