HAJOK Design Agency Hamburg News

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Packaging design agency HAJOK celebrates its 25th anniversary

A quarter of a century of success!

"Even after 25 years, brand and packaging design is as exciting as it was at the start," says Klaus P. Hajok, who celebrates his 25th anniversary for the agency on April 1st. In this interview, the designer and entrepreneur reveals how HAJOK Design grew from being a one-man band to one of the most successful branding agencies in Germany. We also learn what has changed in the industry and which achievement Klaus P. Hajok is particularly proud of.

What made you set up HAJOK Design back in 1997?
Before I turned 15 I already knew I wanted to be a graphic designer. I gained an insight into the profession through my uncle and my mind was made up early on: one day I wanted to do the same thing and be my own boss. After studying design, I gained my first experience in agencies and came into contact with packaging design, which really inspired me. In my early 30s, without having a business plan, I tried my luck by starting my own company in the design world.

Who were your first clients?
At first I worked for various agencies as well as working directly for clients such as Garpa (catalogue design for high-quality garden furniture), designing smaller projects for Deutsche Spar as well as the first small packaging design projects for Lever Fabergé (Unilever). So I've been working for Unilever without a break since 1997!

What were your goals back then?
I wanted to be independent, enjoy my work and be able to make a living as a graphic designer. It was only when I actually had too much to do that I start thinking about how to continue long-term. My previous concept soon no longer matched reality, so I summoned up all my courage and founded first a studio and two years later the agency. I rented rooms, hired my first employees and thus took on responsibility for others. That was the basis for today's agency. Some colleagues from back then still work at HAJOK Design today!

What have been the most important milestones in the last 25 years?
The growth of the agency has been an evolution and not a revolution. There have been many steps, rather than "one giant leap". The first large private label project for Globus in 2011 was certainly very important, since this enabled us to manage the special challenges of large-scale product ranges. This was followed by even larger projects for branded goods and retail. In this way, the agency grew as the projects became larger and more complex.

How has the importance of packaging design in the marketing mix changed over the past 25 years?
Often the packaging design is the only brand communication, or at least the most important part. The packaging has to look great, but also be attention-grabbing, inform the consumer plus tell the product and brand story ─ all on-pack! More than ever, packaging has become the essence of the brand.

Have consumer expectations changed in the last 25 years?
Absolutely! Target groups are more diverse than ever with each group having its own needs, which often overlap or are in a state of flux. Packaging design has to tell stories and meet a wide range of communication requirements. In the FMCG sector, consumers no longer choose between conventional or private-label brands, but between strong and weak brands.

What changes has the pandemic brought to the business?
As in most industries, where the work is actually done has become less important. We were able to quickly switch to working from home and only a few colleagues were in the agency the whole time. Business trips have been almost completely eliminated and video conferencing has become one of the most important parts of our work. Luckily most of our clients' businesses have been successful during the pandemic and so we've had a lot to do throughout this period. Ultimately, this situation has not been an obstacle for acquiring new projects and new clients, either.

What are you particularly proud of?
25 years of success in the design heartland of Hamburg does make me feel very proud. Going from being a one-man graphic-design studio to an established design agency with an impressive client portfolio, from local champions to global players, was often hard work and required a lot of resilience. Our cases and above all the wonderful and very talented employees make me proud, without them the whole thing would not have been possible. Good people attract more good people!

Do you have any favourite designs created at HAJOK?
No. I evaluate design in many-faceted ways and recognise when a design does a great job, even if it doesn't look spectacular at first glance. I am also just as happy about the “shining stars”, for which we have won a number of awards. A brand's vision and strategy are brought to life in good packaging design.

What makes the HAJOK team stand out?
"Teamwork makes the dream work". This is our motto and it describes us very well. A team with individual stars can only perform well in the Champions League if they play well as a team. Every top talent has to be good at their job, but at the end of the day you win the game as a team.

Is there an anecdote from the early years that you still like to think back to?
My parents were always very down-to-earth and had nothing to do with design. They were a little unsure about what I was actually doing in Hamburg. When I explained to my mother that we designed packaging for grocers and drugstores, after a short pause, she said in a worried voice: "But the supermarkets are already full of packaging!"

What advice would you give to anyone setting up an agency today?
There is no perfect moment, make the moment perfect. An agency is a marathon race, not a sprint. Pace yourself well. It will be exhausting and stormy, but it can be worth it. No one gives you a guarantee, believe in the idea and in yourself.

What do you wish for the future of HAJOK Design?
I wish the agency and our wonderful team at least another 25 successful years!

Madeleine Lindner Hajok Design 720P S Rgb 72Dpi

Design 2024 – Opulent, narrational and a feast for the senses

Madeleine Lindner's article on Designbote.com focuses on the "Frutiger Aero" trend and the fusion of analogue and digital.

Ki Interview Kim Schoenert Hajok Design

Kim Schönert about artificial intelligence

Kim Schönert reports on where the pitfalls and challenges lie when using Midjourney and co. and where we see the benefits of AI.

Verpackungsdesign Alpia Tafeln Hajok Web

A colourful relaunch

The Alpia brand by Stollwerck now presents itself in a colourful and modern packaging design after an extensive relaunch by the Hamburg brand agency HAJOK.

Jannika Plaas Verena Langen Kaffeeexperten Hajok Design

From pick-me-up to cult drink

In the creativ verpacken magazine, Verena Langen and Jannika Plaas explain how an expressive design can successfully appeal to the right target group.

Madeleine Lindner Klaus Hajok Hajok Design Web News 720P

“There have been important milestones, both big and small”

In an interview with neue verpackung, our managing directors talk about the milestones at HAJOK on the way to becoming an international packaging design agency.

Namensfindung Verpackungsdesign Barista Perfection Hajok News

Successful launch of Barista Perfection

Hamburg brand agency HAJOK Design developed the packaging design for Melitta Barista Perfection with an impressive high-quality look.

Madeleine Lindner Klaus Hajok Stillthirsty Gin

Interview with our managing directors

In the about-drinks interview, Madeleine Lindner and Klaus P. Hajok reveal how the idea for their gin #stillthirsty came about and why the gin is so special!

Label Design Hajok Gin Still Thirsty News

HAJOK Design creates its own gin

To mark the agency's 25th anniversary, HAJOK is presenting the #stillthirsty gin, a special project that combines almost all the expertise of the brand agency.

Thoughts Statements Hajok Vlog

Thoughts & Statements

In the second edition of our video blog, Madeleine Lindner talks about QR codes and digital shelf impact.

Verpackungsdesign Melitta Manufaktur Red Dot Hajok Web

Red Dot for HAJOK Design

Hamburg brand agency wins renowned award for Melitta Manufaktur coffee design.

German Brand Award Hajok Design Appel

HAJOK Design wins German Brand Award

The Hamburg design agency has been awarded the international prize for branding for the Appel Feinkost brand relaunch.

Thoughts And Statements 01

Our new vlog

In the first edition of our video blog, Madeleine Lindner talks about sustainability and packaging design.

Madeleine Lindner Klaus Hajok Hajok Design Web News 720P

Madeleine Lindner joins the management board at HAJOK

Brand and design agency HAJOK is strengthening its management board with the addition of Madeleine Lindner, who has also been promoted to managing director.

Madeleine Lindner joins HAJOK management board

Interview with Madeleine Lindner

Responsibility, connectivity and products with added value are topics that currently inspire our creative director.

Hajok Design Clara Schoebel Serge Pierre Kaiser Web


HAJOK has brought senior designer Clara Schöbel and design director Serge Pierre-Kaiser on board, expanding the creative team in the daily business department.

Case Kuehne 72Dpi Website 800X450 Vv

Kühne gherkins in a modern look

Contemporary, clearly differentiated and characteristically Kühne – HAJOK's relaunch of the Germany iconic gherkin range ticks all the boxes.

Case Appel Relaunch Heringsfilets Packaging 72Dpi 800X600 Website 02 Sp

Successful relaunch for Appel brand

Modern typography, a clear structure and, above all, particularly appetisingly staged food images: HAJOK has created a modern design for the Appel portfolio.

HAJOK's brand consultants


Our team of consultants knows how to manage brands – years of experience and a great deal of know-how – successfully providing our customers with sound advice!

Management team of Hajok Design: Madeleine Weiss & Klaus P. Hajok

Staying strong despite the Covid crisis!

In our interview, Madeleine Weiss and Klaus P. Hajok reveal how they remain on track to success even in difficult times.

Packaging design with beautiful illustrations for Pure Tea Selection developed by HAJOK

New look for Tchibo Coffee Service Brand

HAJOK gives the tea portfolio a new brand story and a modern, eye-catching packaging design.

Design directors from the packaging design agency HAJOK

Rock 'n' Roll: from scratch to pack

Our design development department creates many great ideas every day - find out more in the interview with Jannika Plaas, Lisa Köhler and Dennis Dominguez.

Packaging design agency HAJOK worked for Schwartau Gartenfreund

HAJOK creates spring edition Gartenfreund

HAJOK has combined traditional and modern design elements to create the spring edition for Schwartau.

Packaging design agency HAJOK has created the new brand identity for Cremissimo

Pure pleasure - a new look for the popular ice-cream brand

Clear, contemporary and simply yummy – this is the new look for Cremissimo at POS.

Packaging design agency HAJOK has created the identity for the premium bars Corny Ganze Nuss

New premium muesli bar CORNY Ganze Nuss designed by HAJOK

For the innovation product CORNY Ganze Nuss, a premium bar with whole nuts, HAJOK developed a packaging that features a reduced and high-quality look.

Three German Design Awards for packaging design agency HAJOK

A hat-trick of German Design Awards for HAJOK

A triple win for HAJOK Design at the German Design Awards. The Hamburg-based brand agency has won three of the prestigious awards in the packaging category.

HAJOK design team has two new colleagues

HAJOK Design is expanding its creative team

The brand and design agency is pleased to announce the addition of senior designer Julija Zemite and design director Dennis Dominguez.

HAJOK receives Pentawards for the Natur superfood powders

HAJOK Design receives a Pentaward for Naturgut Superfood Powder from PENNY

The Pentawards jury has honoured the packaging design for the three superfood powders from PENNY's organic private label Naturgut with an award.

Red Dot Award für das Packaging Design für Bold Foods

HAJOK receives Red Dot Award for outstanding quality of design

The brand agency has been honored with the coveted award for the packaging design of the insect burgers from Bold Foods.

HAJOK photo expert Kim Schönert

Everything under one roof

Even the photos for some of our packaging designs are done in-house. Here we present our studio along with our photographer Kim Schönert!

German Brand Award for the rebranding of Tartex by HAJOK

German Brand Award for the organic brand Tartex

HAJOK Design receives the renowned brand management award in the category ‘Excellence in Brand Strategy and Creation.

Final artwork team of the packaging design agency HAJOK

Our Final Artwork Team and their work

8 creative people, passionate and wholeheartedly committed to their work, each with a very precise eye for detail are the “test centre” for our design work.

Corporate branding and packaging design for Bold Foods by HAJOK

Frozen burgers made of insect protein

HAJOK Design took on the complete brand development and the packaging design for the start-up company.

Design agency HAJOK from Hamburg created the Elphi Limited Edition for Ricola

HAJOK creates the new Special Edition from Ricola

HAJOK creates a reduced aesthetic packaging design for the special edition that perfectly combines the Ricola brand world and the Hamburg Elbphilharmonie.

HAJOK Design created the packaging for Allos' teas

New Organic Tea Range from Allos

After the successful packaging design relaunch of the entire food portfolio, HAJOK Design has now created the new tea range from the organic company.

HAJOK developed the brand strategy as well as the packaging design for the whole Tartex portfolio

New slogan and brand identity for the traditional brand

Tartex has been rooted in organic food retail for many decades. By repositioning the brand HAJOK assisted Tartex in establishing itself in the drugstore market.

Design agency HAJOK developed for the whole Tartex portfolio a new brand identity

Facing a bright future: The traditional Tartex brand receives a new slogan and brand appearance

In the magazine Verpackungsrundschau Jannika Plaas and Peggy Ruge give some insights about their work for Tartex and how to strengthen brands for the future.

Packaging design for Bifi by HAJOK

The Best Agency 2018: HAJOK Design on the shortlist!

With its film “Everywhere” HAJOK Design has convinced the jury of the "The Best Agency 2018" award and is one of 20 agencies on the shortlist.

Madeleine Weiss and Klaus Hajok from the design agency HAJOK

HAJOK is reaping the fruit of restructuring

The article in the magazine new business traces the journey from the start of HAJOK Design to the current line-up as well as presenting current projects.

The design agency HAJOK has developed the packaging for the Dusch Tonics from Kneipp

Refreshment at first glance

Our Creative Director Madeleine Weiss on the design development of the new Shower Tonics and the special requirements for the design of cosmetic products.

Packaging design for the new ice cream from Baileys

HAJOK Design mouth-watering packaging and naming for Baileys ice-cream

You can now get the taste of Baileys straight from the freezer. Besides packaging and naming, HAJOK developed the sales story and the design of sales materials.


Relaunch of the “Mineralwasser Plus” range

Adelholzener Alpenquellen, Bavaria's oldest and largest mineral spring water company, successfully kicks off cooperation with the brand and design agency HAJOK.

Packaging Design agency HAJOK created new brand identity for Allos portfolio

Sustainable, vegetarian and very yummy

The organic food brand Allos stands for innovation, care and sustainability. Our strategist Susan Khallaf advises Allos and reports on the successful relaunch.

Packaging Design for the LÄTTA core range by HAJOK

New Look for the range of classic spreadable fats

Nordic, fresh and yummy – is how LÄTTA, the Swedish lifestyle brand now presents itself with its new design.

New Design Directors at HAJOK design agency

Welcome to the team!

A warm welcome to our new design directors Jannika Plaas and Lisa Köhler, who complete the management team headed by creative director Madeleine Weiss.​

Selection cover

Interview with Klaus P. Hajok

The founder and managing director of HAJOK Design about the success of the agency and the changing industry.

Tempo Box Packaging by Hajok Design

HAJOK Design creates new Special Editions for Tempo

Twice a year, the Hamburg agency HAJOK Design develops trendy new designs for paper handkerchief boxes from Tempo.

Packaging Design Agency HAJOK developed new visual identity for Swedish Glace

HAJOK Design wins with Swedish Glace a German Design Award

Hajok receives prestigious German Design Award 2018 for the Design of Langnese’s vegan Ice Cream Brand Swedish Glace.

Packaging Design for LÄTTA with skyr and with butter by HAJOK

HAJOK Design develops brand image for Unilever product innovation

Skyr milk products in the form of desserts and drinks are very trendy. Now Unilever has brought another product innovation to the market: LÄTTA mit Skyr.

Packaging design agency HAJOK developed the new visual identity for intact

New brand presence for intact‘s glucose product portfolio

The glucose brand intact kicks off the summer with a new and very expressive design.

Magazine of the design agency HAJOK

HAJOK Magazine - Spring Edition

Greenery - Pantone colour of the year // Protein is the topic // Vegan ice cream - new brand identity // Trade fares - What was there to see? // HAJOK 20 years

20 years of branding and packaging design by HAJOK Design

The story so far

“I’m going to be a graphic designer!” From an early age, Klaus P. Hajok knew exactly what he wanted to be when he grew up.

Design agency HAJOK created the packaging for Becel spreads

HAJOK Design creates branding for Becel product innovations from Unilever

With its new innovation, Becel introduces a range of trendy spreads that is launched in the Netherland first, and will be rolled out to other European markets.

Design agency HAJOK developed the packaging for the special edition for Feh

New special edition for feh paper handkerchiefs

In keeping with the motto “Glamour meets Art”, SCA has launched a new special edition of the traditional brand feh on the Austrian market.

Packaging from HAJOK for the Tempo special edition

HAJOK Design creates new special editions for Tempo

Tempo provides the right tissue for each everyday life situation by constantly launching new designs and innovations.

Packaging Design for the Emmi protein drink by HAJOK

HAJOK Design developed the new Emmi protein drink

Emmi initially brings a yoghurt drink with a higher protein content to market by launching the innovative Emmi protein drink.

Award winning packaging design for Langnese by HAJOK

Hajok Design relaunches vegan lifestyle ice cream from Langnese

After many years of success in Scandinavian countries Swedish Glace, the delicious and smooth soya based ice cream, is introduced in the Dutch supermarkets now.