The supplier is repositioning itself in the baby and toy market with a modern brand strategy and a changed logo.
Hauck’s recent rebranding positions the company as an appealing brand for first-time parents. It says ‘care’ is not just the brand essence, but a promise. The German website has already been showing the new corporate design since the beginning of the month, and it will roll out on the English and French sites soon.
A new logo combines Hauck’s two brands – Hauck fun for kids and Hauck toys for kids – into one brand and one logo. The merger follows the integration of the two formerly separate companies in 2020.
The renowned yellow is also giving way to two new primary colours – terracotta and sage green. Yellow will remain part of the corporate design and as a highlight colour. Social media channels will adapt to the new strategy with updated design and colours. Meanwhile, user-optimised functions will also be added to the website.
‘Made to care, designed for love’ is the new brand claim. This, as well as the new logo, reflects the brand essence of ‘care’. A lower case h with two circles represents a child leaning of the shoulder of a parent, symbolising closeness, but also the shoulder to lean on that Hauck wants to provide for parents.
A new product category to continue the theme of ‘care’ is also being added, including products such as change mats, baby bathtubs and baby blankets.
In addition, Hauck will focus more on higher quality products. Cotton is now used for textiles for its breathable and moisture regulating properties, while the company is also aiming for the OEKO-TEX certification for selected products and fabrics. Material thickness has also been increased, allowing it offer more durable and robust products, while also providing a more premium look.
