“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. So it's no surprise that as soon as he finished school, he left his home in south-west Germany and moved to Hamburg to study graphic design. With his degree under his belt, he worked at a number of design agencies before eventually deciding to go it alone in his early 30s. From humble beginnings as a one-man-band operation in a shared studio, he quickly developed his company into a small but sophisticated agency. Much of his success stemmed from his ability to attract both local and international customers right from the start. And for Hajok, having a personal connection to his clients and being able to manage his time effectively was just as important as the creative work itself. “Better to be the king of one niche than a jack of all trades,” was his motto.
Today, HAJOK Design employs more than 45 specialists at its offices in an imposing art nouveau style building on Mühlenkamp in Hamburg, some of whom have been there since the very beginning. As one of the largest design agencies in Germany, HAJOK Design covers the entire process chain from the initial idea to the final implementation, working on ranges of 2 to 2,000 products with international brand portfolios spanning far beyond the German borders. “We’re simply able to do more in a shorter timeframe than many of our competitors. Our flexible structure of specialists means we don't have to completely reorganise every time we do something new,” says founder Klaus P. Hajok.
Companies’ demands for design quality are growing all the time, and these days, complex tasks can no longer be mastered successfully without strategic brand consulting. Packaging design is brand communication brought to life, and the positioning of a brand is critical to its success. HAJOK Design sees itself as a brand consultancy for FMCG and makes effective use of the opportunities strategy and design have to offer. The company’s brand work often therefore starts with workshops to help develop precise strategies for brands and products. These are then brought to life through design.
“It’s about making brands relevant and strong,” says Klaus P. Hajok. “Today, consumers are simply choosing between strong and weak brands, regardless of whether they are made by a manufacturer or the retailer. Brand communication doesn’t end with packaging design, it’s where it begins.” HAJOK Design has been putting creativity, understanding and passion into advising its customers for the past two decades, and looks forward to another successful 20 years.