Creative Agency: BR/BAUEN
Project Type: Produced, Commercial Work
Client: Hauforge – Animal Nutrition
Location: Goiânia, Brazil
Packaging Contents: Animal Nutrition Supplements
Packaging Substrate / Materials: Plastic Bag, Plastic Bottle
Printing Process: Flexography, Digital Printing
Hauforge is specialised in the production of mineral and vitamin based supplements. Based in Brazil, one of the world’s leading meat producers, Hauforge’s purpose is to stay close to producers and develop products considering that farms, their land, water, vegetation, geographical location, management and feeding systems are different from one another, and so must be nutrition products to meet the needs of so many variables.
Early on project development, one of the main goals defined were to begin market differentiation by renaming the brand, leaving the technical (Glycine, simplest possible amino acid) approach aside to adopt a name that would not only resonate with their purpose, but provide better expansion possibilities by meeting more naming development criteria: conceptual, technical and legal, such as: Meaning, pronunciation, future product elasticity, registration and so on.
Having developed a strong and authentic brand name( Hau/House/Care + Forge/make/develop), we set out to convey those conceptual and technical characteristics in a cohesive brand identity system with strong brand elements to identify and differentiate Hauforge through all of it’s brand touchpoints.
The “H” symbol is composed of hexagon intersections: the base representation figure for chemical skeletal formulas. Hauforge’s key market differentiator is having a technically gifted team with the knowledge to develop the most effective animal nutrition supplements, based on mineral reposition, for all sorts of purposes: from reproduction to weight gain.
A strong sounding name, in this case, nearly demanded a energy conveying typographic choice. The intention was to live up to the name without making it look too aggressive, and for that task FS Joey was a perfect fit: energetic and friendly.
Given the segment and audience, packaging’s format wasn’t the differentiator…it’s a pretty functional need of packaging: Plastic Bags and Bottles.
The brand identity applied to the packaging surfaces is what stands out on shelves and overall communication, positioning Hauforge as the top animal nutrition developer they are.