A clear category position
Premium-casual positioning balances refinement with accessibility. It brings savoury food, desserts and beverages into one offer that feels energetic, contemporary and easy to understand.
Brands / Brand & packaging concepts
Hanz & Ju
A brand with an appetite.
A premium-casual food brand platform that unites savoury bites and sweet treats, with a clear personality and a system designed to work across dine-in, takeaway, delivery and digital touchpoints.PROJECT GALLERY
THE THINKING
A brand with an appetite.
The opportunity
Create one credible food brand around a broad menu. The challenge was to connect savoury and sweet products without losing clarity, while establishing a personality and identity that could support future growth.
The idea
Build the proposition around bold cravings and sweet endings. A confident, warm personality informs the wordmark, colour, tone and packaging, while practical rules keep menus, delivery content and customer moments coherent.
WAA’s contribution
- Category and brand positioning
- Brand promise and personality principles
- Identity architecture and visual direction
- Tone of voice and messaging guidance
- Packaging-system concepts
- Menu, social, storefront and delivery-channel guidance
STRATEGY IN PRACTICE
One brand platform for different cravings.
The reference framework defines what the brand stands for and how it should behave before specifying individual applications. It gives a varied food offer one organising idea and a clear set of decisions for future expression.
Personality with practical rules
Confidence, warmth and appetite guide both language and design. Short, direct copy keeps service information clear, while the visual system avoids novelty that would weaken recognition.
Packaging as a customer moment
The framework considers the way a product is held, opened, shared and photographed. Cones, cups, trays and boxes belong to one family while responding to different food formats.
Consistency across channels
Storefront, menu, social content and delivery-app guidance carry the same hierarchy and personality into different contexts. The system is intended to support expansion without reinventing the brand each time.
IN DETAIL
The idea, expressed.
02 selected viewsSelected identity and packaging concept visualisations.