Hessian tradition served in a modern way.
A good piece of Hesse.
The Heinrich Birkenstock cheese dairy is the third largest in Germany. For over 50 years, everything here has revolved around “Handkäs”, and the company is one of the few family-run cheese dairies in Hesse. How can you modernise the Birkenstock brand and make the products attractive and relevant to a younger target group without questioning the traditions and origins?
"Handkäse" can be different!
The new Birkenstock brand world shows a completely new side to Handkäse: modern, surprising, inspiring… and yet somehow still typically Hessian.
“Handkäse can also be different” is how we present refreshingly unusual creations such as the Handkäse burger or the Handkäse waffle. The speciality: These unusual dishes can actually be cooked!
A seamless experience.
The new brand experience continues the symbiosis of tradition and modernity across all channels and contact points. This includes the new website with integrated blog and online shop, the campaign, content for social media, new packaging design and new stationery. The centerpiece here is the smart networking of all channels: Our own curated content, such as recipe ideas, constantly creates new occasions for use and, with configurable shopping lists and a direct shop link, ensures inspiration and an increased willingness to buy.
