Hans & René — Gelato & Good Times
Tone of Voice
Getting a beloved Nigerian treat ready for retail
Hans & René, a gelato and desserts brand in Lagos, Nigeria engaged Manifest with a brief to revamp its brand identity. The company is planning to expand regionally and globally, with new locations and products.
It needed a brand ID that felt authentic to the brand’s history and origins and stood out in the crowded market. It had to feel rooted yet flexible enough to be understood and embraced by a global community.
Equip a much-loved local brand with a brand that can make its mark on a global scale.
We built the identity around ‘Abundance’ – a feeling that encapsulates everything Hans & René stands for – you may go to Hans & René for a delicious gelato but you always come away with more.
The first task was the find and articulate Hans and René’s brand essence. To do this, we took them through the Brand Manifesto programme before beginning the process of developing a new visual identity.
We built our entire visual identity around the brand essence of ‘Abundance’ – feeling that this encapsulated everything Hans & René stood for, diluting this down into our brand idea Gelato & Good times – you may go to Hans & René for a delicious gelato but you always come away with more.
Taking inspiration from modern post-colonial art and the vibrant colours synonymous with Nigerian food & culture, the expanded identity & packaging fuses a bold and bright aesthetic whilst bring a warm and friendly tone through the copy.
The hero of the whole identity, the sun device, inspired by the hot, Nigerian afternoon, punctuates the entire brand identity bringing warmth and joy to everything that it adorns.