Case Study Work
HAKUMA
Duration:
2022 - 2024
Turnover Growth:
+ 57% p.a.
Now, the company mission of leading more consumers towards an animal free diet earned a more prominent spot in communication while still focusing on a young and free lifestyle. I set out to discribe this approach better with establishing a distinctive brand world via images and campaigns.
To introduce the novel products to the market, I initially opted for a more traditional campaign approach to reach the required thresholds.
(STAGE 1)
During this stage of my case study work, I collaborated with a diverse range of creative agencies and individuals, including:
(BRAND IDENTITY)
Today, HAKUMA holds its own against established brands like Alpro, Oatly, Rauch, and Red Bull in the retail sector. To achieve a comparable level of customer appeal, I focused on refining and developing the existing visual and communication foundation.
Through this process, an adventurous project evolved into a distinctive and competitive FMCG (Fast-Moving Consumer Goods) brand.
(VISUAL IDENTITY)
To stand out on retail shelves and emphasize our commitment to changing consumer behavior with our plant-based offerings, I streamlined our communication to its essence: compelling copywriting displayed in a custom font I designed.
This minimalist approach allows us to deliver high-impact messaging across all use cases.
(STAGE 2)
(COMMUNICATION)
After the successful introduction, I started to translate our bold and rebellious content approach into concrete actions. We then began breaking free from conventional retail communication formats, such as promotions and special placements.
This brought a shift towards innovative campaign strategies that achieved high promotional impact offline while simultaneously engaging millions organically through social channels.
(RESULTS)
As of 2024, HAKUMA has become a pioneering player in Austria's retail industry. With a brand that stands for a distinctive, future-oriented lifestyle of the young and progressive, two product categories have been well established.
HAKUMA has also evolved into an authentic platform for introducing innovative plant-based products across different categories in the food and beverage industry.
