Hancocks, the UK's largest confectionery supplier, has announced a brand redesign for its 20 cash and carry stores and also its digital channels and website.
Its new brand identity was designed and created by Manchester-based brand design agency Brandon.
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.
Helen Bradshaw, Hancocks’ marketing director said the passion of the team is unrivalled, but the business realized that this wasn’t translating into its brand activations and external communications.
After an initial workshop to uncover its 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.
“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 Hancocks 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,”Bradshaw said.
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.”