The Hamburg-based brand and design agency HAJOK has been commended with the German Brand Award for its rebranding of the long-established name Tartex.
Tartex – known for pioneering vegetarian products such as brewer’s yeast and yeast spreads – was firmly established at health food stores. With a strategic repositioning and a new brand identity, HAJOK Design helped the organic brand to gain a foothold in the drugstore and food retail sectors. Its new tagline is ‘Vegetarian Food Lover’ and this is reflected perfectly in the design. The straightforward brand image appeals to a younger target group for whom healthy eating is important, while a clear umbrella brand heightens impact.
“We’re absolutely delighted to have received the German Brand Award,” said Klaus P. Hajok, founder and Managing Director of HAJOK Design. “The commendation in the category ‘Excellence in Brand Strategy and Creation’ is fantastic testimony to the high standard of our design and brand work.”
German Brand Award
The German Brand Award is the award for successful brand management in Germany. It discovers, presents and awards unique brands and brand makers. With more than 1,250 submissions from 19 countries, the German Brand Awards achieved great international resonance in 2019. A total of 60 projects and brands were awarded »Gold«: 24 in »Excellent Brands«, 36 in »Excellence in Brand Strategy and Creation«.