HAAS

Approach

Creating a consistent design for the Haas family of some 200 production systems was a challenge for KISKA. As well as adapting to multiple configurations, the design would have to satisfy rigorous national and international requirements for hygiene and safety. As a first step, the project team undertook a detailed analysis of the market and competitive products; further analysis compared the Haas view of itself against external perceptions of the business.

The end product of this research was a new ‘Visual Product Language’ for Haas. This comprised a number of complementary design elements that would unify the appearance of all Haas products. It was brought together in a detailed design manual which would be used as a guide to the design of all new systems. In parallel with the new hardware ‘language’, KISKA created a uniform logo system for the parent company and its subsidiaries. This would be used in the design of all communications material.

Result

The new brand appearance was first presented in April 2005 at the International Trade Fair for Packaging Machines and Appliances (Interpack) in Düsseldorf, a key industry event.

Communication design
Today, the new visual identity structure is regarded by Haas management as vital to the success of the business. It acts as unifying theme under which newly acquired companies join the Haas family. It also enhances global brand recognition and differentiates Haas from its competitors.

Product design
It is the same for KISKA’s product design structure. Revealed across a range of new systems, it boldly embeds the Haas identity in customer locations, communicating the values of Haas every day. The design shows that Haas provides complete, integrated solutions for every requirement.

Benefit

Over the years since they were revealed, KISKA’s designs have delivered a number of continuing benefits. They have enabled Haas to rationalise colour, material use and component count to enhance system performance and reduce manufacturing costs. Continuity in both corporate and brand identity has achieved further savings. Strong customer loyalty has also been achieved by visually communicating the Haas ‘Unique Selling Proposition’ across all Haas companies and daughter brands.

“The new design was implemented across a range of new production lines that act as representatives of Haas with our customers and communicate our values,” says Thomas Breg, Head of Group Marketing at Haas. “Our customers could always acquire everything they needed from one source – and now they can see this promise take shape, thanks to KISKA’s great visual solution.”