Hauck is repositioning itself in the baby and toy market with a new modern brand strategy and a changed logo.

The rebranding positions the company as an appealing brand for first-time parents with ‘care’ not just being the brand essence, but a promise. The company’s website has been showing the new corporate design since the beginning of September, and the English and French sites will be adapted soon.

The Hauck company has combined its two brands, ‘Hauck fun for kids’ and ‘Hauck toys for kids’, into one brand and one logo. The merger of the two brands follows the integration of the two formerly separate companies into one during 2020.

‘Made to care, designed for love’ is Hauck‘s new brand claim. This is reflected in the new logo: a small ‘h’ with two circles representing a child leaning on the shoulder of a parent. The new logo symbolises the closeness between parent and child, but also the shoulder to lean on that Hauck wants to be for parents.

New product categories expand the idea of care, and a new product category that is being added to the portfolio also stands for this. It includes changing mats, baby bathtubs and baby blankets.

Product colours and prints will gradually change and the internationally renowned Hauck yellow gives way to two new primary colours following the rebranding: terracotta and sage green, though the yellow will remain part of the corporate design and will be used as a highlight colour.

The Hauck website and social media channels @hauck_deutschland and @hauck_international on Instagram have also been adapted to the new brand strategy. From now on, the website will appear in a new look with the updated colours. In the following months, user-optimised functions will also be added to the website. During September, the English version of the new website will go live and the new French version will follow in October.

To see the rebranding, visit www.hauck.de