“The time was right to revitalise the brand,” says founding director Todd Heller. “Our earlier innovations had become standard; we needed to rediscover what makes Hellers different.”
Having recently helped DB Export return to its roots, Dow Design, which has worked with Hellers for over ten years, took a similar approach with the Hellers range, tapping into the simpler days of friendly, fresh, local suppliers of produce.
“We wanted to communicate that at its heart, Hellers is a passionate local butcher,” says Dow Design’s senior creative Andrew Sparrow. “While it may have outgrown the small shop where it all began in Brighton, Christchurch, the Hellers commitment to quality remains deeply rooted.”
The new packaging has a similar butcher’s shop look that also brings a fresh new visual approach to the Hellers range with appealing food photography and the use of earthy green and brown typography. It’s out with the sandwiches that previously graced Hellers packaging and in with a more simplified offering of ham and a splattering of simple vegetables—no bread in sight.
The new logo—in the form of a hanging butcher’s sign with its ‘come on in’ appeal—echoes the roots of Hellers through generations of butchers. The logo also incorporates the original slogan ‘as sure as Hellers’. And, in a bit of coup for the company, renowned sausage connoisseur John Key unveiled the logo at the recent opening of the new 6000m sq. plant at Kaiapoi.
“We wanted to get the brand strongly back on the pack,” says Sparrow. “The infectious story of a Kiwi family business done good had been missing, so we loaded the packaging with connotations of craft and credibility. We added short stories by Todd Heller that bring the brand to life through his down to earth passion and expertise.”
The new packaging will first appear on the shaved meats and various ham ranges from 1 December. And, slightly surprisingly, given it's coming into peak sausage season, the bacon and sausage ranges will get their spruce up in 2011, when the new look will be supported by both above and below the line advertising.
“In the increasingly cluttered and competitive world of retail, it's imperative to clearly communicate your difference," Sparrow says. "So, with the brands we produce at Dow, we work to discover that unique nugget that's rich in story. This is the constituent that has the power of connection—with everybody from consumers to staff and suppliers. From here it builds a more loved brand that ultimately changes behaviour.”