Hemmer

Revitalizing a brand with more than 100 years of history

With more than 100 years of history, Hemmer needed to modernize its visual expression without losing the codes that sustain its tradition, credibility, and emotional connection with consumers.

Based on consumer research, the brand’s most memorable visual elements were identified. These assets guided the evolution of the identity, preserving recognition while bringing greater contemporaneity and consistency.

The logo gained greater hierarchical presence on pack, improving readability, visibility, and recognition. The “Since 1915” signature was retained, while the typography and the use of the gold, blue, and white color palette were updated to reinforce the brand’s personality and sophistication.

The new visual system brings tradition and modernity together in a clearer, more cohesive language, capable of integrating a broad portfolio without losing identity.

In consumer studies, the new design outperformed the previous packaging in attractiveness, recognition, and recall after shelf exposure, while also standing out against competing brands.

More than an aesthetic update, the new identity reinforces the assets built over more than a century and creates a stronger visual foundation to expand Hemmer’s recognition across Brazil.