HART & ZIEL
Brand Strategy / Identity / Packaging / Vehicle Wrap
Launching a Dutch classic to grow a homemade brand.
Challenge
Hart and Ziel is a new premium Dutch food company making big waves in the Canadian frozen food market. A home grown company with a classic dutch product, Hart and Ziel approached Humanfolk to help launch their brand and a frozen Dutch snack food product, Bitterballen into the Canadian market. The challenge was to identify the HAZ market position and build a brand strategy that not only promoted a generally unknown product to the public but also connected with Dutch Canadians in a way that celebrated this highly regarded recipe in Dutch culture.
Solution
Our series of workshops with the founder informed us on the origins of the product and significance of the product in Dutch culture and uncovered some new places to stand in promoting the product. Bitterballen is all about people coming together and sharing an experience. The strategy focused on allowing the product itself to grow the parent brand of the company and so the on-shelf and in person experience of the product and the company needed to be arresting and highly differentiated from the surrounding products in the market. Even the food truck is bright blue and orange. The all around favourite line “What the F*%# is BITTERBALLEN.” The modernist dutch flair of the design system. All these present a brand experience that is fun and exciting while celebrating a culture and a classic food together with everyone they can. Since the launch of Bitterballen Hart and Ziel have grown to their own production facility and produce millions of Bitterballen every month. Humanfolk continues to contribute to Hart and Ziel whenever possible.
Results
Increased Sales month over month
3 Flavors in 42 Stores across Ontario
200k Bitterballen made by hand
Team
Matt Currie
Paul Wilcken
Dave Dick
You made it this far...
Scrolled all the way to the bottom. You should just book a free discovery session and save yourself some time. It’s fun. It’s strategic. It’s all about your business and our fit together. And no hard sell BS.