Case Study Work
HAKUMA
Duration:
2016 - 2019
Turnover Growth:
+ <100% p.a.
In this period, I focused primarily on creating and establishing a strong brand identity, emphasising brand building in the gastronomy and event sectors.
Engaging storytelling played a crucial role, with our main communication channels being social media, product packaging, and brand merchandise for the hospitality industry.
During this stage of my case study work, I collaborated with a diverse range of creative agencies and individuals, including:
(BRAND IDENTITY)
As four friends embarked on an exciting journey in the food & beverage world with a different approach than usual, it quickly became clear that the HAKUMA brand should embody this adventurous spirit.
Emphasising the green color of the original product, we created a rebellious lifestyle brand. This bold approach allowed us to place HAKUMA drinks at Vienna's most prominent nightlife spots, establishing a strong presence in Austria's capital.
(VISUAL IDENTITY)
Visual identity creation began with a bold, cheeky logotype featuring a smile. We paired this with moody, highly polished visuals to instantly establish a distinct vibe. By sticking to a black and white corporate identity, I let the product colors pop.
The mix of bold, loud lettering and rebellious claims perfectly matched our core customers' outlaw lifestyle. To ease expansion into foreign markets, we crafted a comprehensive brand guide with detailed instructions for consistent communication. This guide became the foundation for our ongoing brand development.
(COMMUNICATION)
A primary communication goal across all channels was to introduce matcha tea—a novel and innovative core ingredient at the time—to European markets. We faced a significant challenge: explaining the benefits and functionality of this finely ground tea quickly, while also showcasing HAKUMA's unique approach to matcha drinks.
By adopting a rebellious archetype, we swiftly connected with customers through attitude and lifestyle. This strategy fostered a small but vibrant social media community, which became the cornerstone for our future communication expansion.
(RESULTS)
HAKUMA established a loyal core customer base and passionate fans across various sectors in Austria and neighbouring markets. By utilising a distinctive visual style primarily in online communication—a then pioneering approach—the brand also gained relevance for a future move into the retail world.
