Hawker Velvet Brand Evolution

Hawker Velvet Brand Evolution

Before: Room for Growth
Hawker Velvet's initial packaging and online presence were functional but didn't fully capture their target market's attention. This meant potentially missed opportunities for sales and growth, as modern consumers often prefer brands with updated and appealing packaging.

After: Unlocking Potential
With Phoenix Rogue's help, Hawker Velvet has transformed. Their new packaging is not just visually appealing but also retail-ready, paving the way for expansion into new markets. The updated Shopify website and professional photography connect more effectively with customers, fostering loyalty and turning them into advocates. This change isn't just a new look; it's a strategic step towards increased sales and business growth.

Before

After

01

Brand Refresh

Problem: Hawker Velvet's brand identity had become outdated, no longer reflecting the company’s evolving vision and target market in New Zealand. A more contemporary and inclusive brand image was needed to stay relevant and appealing in the competitive supplement market.

Solution and Deliverables: Phoenix Rogue undertook an extensive brand refresh for Hawker Velvet. Moving away from the traditional deer imagery, a more modern and versatile brand representation was developed. The deliverables included a new brand logo, colour palette, and visual identity that appealed to a broader audience. This refresh positioned Hawker Velvet as a forward-thinking brand in the joint supplement market, ready for expansion into new retail and export opportunities.

02

Packaging Refresh

Problem: Hawker Velvet’s packaging lacked the premium feel and visual appeal necessary to stand out in the retail environment, especially in the New Zealand market.

Solution and Deliverables: A complete packaging overhaul was executed. Bold, earthy colours and a soft feel laminate were introduced to the packaging design, enhancing the tactile experience and projecting premium quality. The deliverables encompassed new packaging designs for the entire product line, emphasising the brand’s commitment to quality and innovation in the supplement industry.

03

New Shopify Website

Problem: Hawker Velvet’s online presence was not in sync with its new brand identity, and the website functionality was not optimised for user engagement and e-commerce conversion.

Solution and Deliverables: A new Shopify website was developed to align with the refreshed brand and packaging design. It featured professional product imagery, engaging content about velvet harvesting, and personal narratives to connect with the audience. Deliverables included a fully functional e-commerce platform with enhanced features like customer accounts, a responsive design, and SEO-optimised content to drive traffic and sales, ensuring a unified digital presence crucial for the brand’s online growth.

04

Custom Photography

Problem: Hawker Velvet required high-quality, professional imagery to effectively showcase its products on various platforms, including the new website and marketing materials.

Solution and Deliverables: Phoenix Rogue organised a professional photoshoot to capture the essence and quality of Hawker Velvet’s products. The deliverables included a range of high-resolution images highlighting the products' features and aligning with the brand’s refreshed identity. These images were pivotal in creating a visually appealing online presence and enhancing marketing efforts across digital and print media.

01

Brand Refresh

Problem: Hawker Velvet's brand identity had become outdated, no longer reflecting the company’s evolving vision and target market in New Zealand. A more contemporary and inclusive brand image was needed to stay relevant and appealing in the competitive supplement market.

Solution and Deliverables: Phoenix Rogue undertook an extensive brand refresh for Hawker Velvet. Moving away from the traditional deer imagery, a more modern and versatile brand representation was developed. The deliverables included a new brand logo, colour palette, and visual identity that appealed to a broader audience. This refresh positioned Hawker Velvet as a forward-thinking brand in the joint supplement market, ready for expansion into new retail and export opportunities.

02

Packaging Refresh

Problem: Hawker Velvet’s packaging lacked the premium feel and visual appeal necessary to stand out in the retail environment, especially in the New Zealand market.

Solution and Deliverables: A complete packaging overhaul was executed. Bold, earthy colours and a soft feel laminate were introduced to the packaging design, enhancing the tactile experience and projecting premium quality. The deliverables encompassed new packaging designs for the entire product line, emphasising the brand’s commitment to quality and innovation in the supplement industry.

03

New Shopify Website

Problem: Hawker Velvet’s online presence was not in sync with its new brand identity, and the website functionality was not optimised for user engagement and e-commerce conversion.

Solution and Deliverables: A new Shopify website was developed to align with the refreshed brand and packaging design. It featured professional product imagery, engaging content about velvet harvesting, and personal narratives to connect with the audience. Deliverables included a fully functional e-commerce platform with enhanced features like customer accounts, a responsive design, and SEO-optimised content to drive traffic and sales, ensuring a unified digital presence crucial for the brand’s online growth.

04

Custom Photography

Problem: Hawker Velvet required high-quality, professional imagery to effectively showcase its products on various platforms, including the new website and marketing materials.

Solution and Deliverables: Phoenix Rogue organised a professional photoshoot to capture the essence and quality of Hawker Velvet’s products. The deliverables included a range of high-resolution images highlighting the products' features and aligning with the brand’s refreshed identity. These images were pivotal in creating a visually appealing online presence and enhancing marketing efforts across digital and print media.

We have been continuously impressed with Cory through our journey so far with our business. Cory is an extremely talented graphic designer, and has set up our website, designed our brochures, labels and is always there for ongoing support.Cory is a fantastic communicator and nothing is ever a problem, he is always happy and motivated to helping our business.

Nicky Hawker