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Hakle / Rebranding


Discipline: Packaging

Discipline: Packaging

Hakle is the best-known German toilet-paper brand. When it was sold to new investors in 2013, we were not allowed to continue the usage of the famous “Puppy” as the brand mark anymore. We created a modern and self-confident brand image, by avoiding the usage of common design elements such as flowers and animals. We broke clearly the rules of this product category, using a reduced human design language with bold and vivid colors. Story-telling above technology. Simple guidance above flowers. With great success.

Client / Manufacturer

palero capital GmbH

palero capital GmbH
München, Germany


Leo Burnett

Leo Burnett Germany
Frankfurt a. M., Germany

Andreas Läufer, Agnieszka Gast, Isabella Jorgensen, Lisa Gierhake, Peter Blass, Mark Marcel Mueller

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