When the craft industry said, 'That's the way we've always done it!' HPT said, 'Watch us!' Read on to see how they shattered conventions and made the entire industry do a double-take.
Challenge
A well-established craft business in Berlin, with 30 years under its belt, was facing a generational shift in leadership. While the company had no shortage of orders, it lacked the workforce to meet them. Despite having left its mark on the cityscape of Berlin, the brand lacked its own recognizable face. The new identity needed to bridge the gap between a great past and a greater future.
Solution
To achieve this, the company’s acronym, HPT, needed to be infused with new meaning. No longer representing the names of the founders (Heiko, Peter, and Thomas), HPT now stood for their attitude: Handwerksliebe (Craftsmanship Love), Power, and Team Spirit. These three values guided the entire rebranding process: from the visual and verbal identity, through the kinetic identity, to the digital identity.
Impact
A bold design and a cheeky brand voice that finally spoke the language of their target audience. HPT set a benchmark that was previously unimaginable and unmatched in the entire craft industry. The result: The company now enjoys a steady stream of job applicants, hiring at least one qualified person each month. The team is brimming with pride in their new image, and even their children are requesting baseball caps featuring the new logo.
