Hauforge

Case study

Hauforge

Hauforge manufactures mineral and vitamin supplements for animal nutrition, with products tailored to the variables of each farm. BRBAUEN renamed the brand — from a technical nomenclature to 'Hauforge' (Hau/care + Forge/develop) — and created the identity, packaging and website. About a year after implementation, the response from wholesale and distribution was very positive, with the product standing out on shelves.

About

Hauforge specializes in producing mineral and vitamin supplements for animal nutrition. Based in Brazil, one of the world's leading meat producers, Hauforge's goal is to stay close to producers and develop products considering that farms, land, water, vegetation, geographic location, management, and feeding systems are different from each other, and so should be the nutrition products to meet the needs of so many variables.

Hauforge
Client
Hauforge
Year
2017
Sector
Manufacturing & Industry
Services
NamingBrandingIdentidade VisualDesign de EmbalagemWeb Design

Abordagem

Approach

At the beginning of project development, one of the main objectives was to rename the brand, moving away from technical approach (Glycine, the simplest possible amino acids) to adopt a name that not only resonates with its purpose, but also offers better expansion possibilities by meeting more naming, conceptual, technical, and legal development criteria, such as: meaning, pronunciation, future product elasticity, registration, and so on.

Having arrived at a strong and authentic brand name (Hau/House/Care + Forge/make/develop), we proposed to transmit these conceptual and technical characteristics in a cohesive brand identity system, with strong elements to identify and differentiate Hauforge, through all brand contact points.

Resultados

Results

After almost a year of implementing the new positioning and identity, market reactions from direct wholesale and distribution customers were very positive. Not only does the product stand out from competition in stores, but its objective is very clear. The perception of Hauforge is extremely positive, fully balanced with the delivery of high-quality products and its competence is a certainty.

Hauforge
Hauforge
Hauforge
Hauforge
Hauforge
Hauforge
Hauforge
Hauforge

Impact

→From technical name to brandGlycine, the amino acid, gave way to Hauforge (Hau/care + Forge/develop): meaning, pronunciation, future elasticity and registration, a name with room for the brand to grow.
↑Standing out in storeAlmost a year after implementation, the reaction from wholesale and distribution customers was very positive: the product stands out from the competition on the shelf and its purpose is clear.
↗Perception matching the productHauforge's perception is extremely positive and in balance with the delivery of high-quality products — competence became a certainty.

Recognition

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