Since first opening in 1985, Hellers has transformed itself from a small, family business to New Zealand’s -leading producer of sausages, bacon and ham. To evoke the days of local, friendly suppliers, Hellers repositions itself as “New Zealand’s Butcher,” complete with new packaging and logo. The redesigned logo creates a “come on in appeal” with its hanging butcher’s sign that also incorporates the brand’s original slogan, “as sure as Hellers.” The packaging further echoes the family business feel with quotes from owner Todd Heller and evocative food photography. The new packaging is rolling out with the brand’s shaved meats and various ham ranges, followed by the bacon and sausage lines in the first half of 2011.
Dow Design, www.dowdesign.co.nz