UK confectionery supplier Hancocks undergoes major rebranding
UK confectionery supplier Hancocks has undergone a major rebranding of its business with a identity designed and created by Manchester agency, Brandon.
The company’s revamped identity will roll out across the group’s 20 cash and carry stores, and all digital channels including its website, has been developed to offer a key portal into the ever-changing confectionery market.
Hancocks has been supporting independent SME businesses across the UK; from the corner sweet shop through to the novelty sweetshop on Blackpool pier since 1962. The passion of its team is unrivalled but the business realised that this wasn’t translating into their brand activations and external communications.
After an initial workshop to uncover the core purpose – to bring the world’s best confectionery to the UK and champion independents – Brandon created three brand design concepts for the team to choose from. The creative concept the team selected was focused on the feeling you’d expect someone to have when they won Willy Wonka’s Golden ticket. Full of bold and fun photography and using the H monogram from the new logotype as a window into the world of sweet memories, the concept is essentially all about bringing magic and joy to the customers in their local Hancocks.
Helen Bradshaw, marketing director at Hancocks, said: “I think it’s fair to say that when we started working with Brandon the passion for fun and sweets that have always been at the core of our brand wasn’t being seen outside of our stores. Everyone at the company loves the confectionery world and helping our customers to stock products they know will sell well for them, but this passion was getting lost in the brand activations. Brandon took the passion of the business and injected it into every touchpoint, making it clear that we are the perfect partners for creating the best sweet shop experience in their town.
Steve Conchie, creative director at Brandon, added: “For Hancocks it was a very simple brief in some respects – create a new identity that makes people smile. There aren’t many businesses that are as emotionally driven as selling sweets, we all have our favourites and there is often a love of sweets and happy memories from our childhood growing up with your favourites. We set out to capture the childlike sense of wonder and love for the world of sweets and we hope that is what anyone that interacts with Hancocks now will feel we have done.”