Page 31 - Food&Drink March 2022

Rebranding an icon
PACKAGING & LABELLING
Rebranding one of Australia’s most iconic confectionery brands to secure a sweet future.
FOR four generations over 150 years, Robern Menz has been satisfying Australia’s sweet tooth with Crown Mints, FruChocs, Violet Crumbles, and other confectionery favourites.
Which makes the idea of, and commitment to a company rebrand all the more weighty. But, with the help of Adelaide- based agency Showpony and 12 months of research and consultation, Robern Menz has revealed its new branding as Menz Confectionery.
CEO Phil Sims tells Food & Drink Business, “There is enormous heritage for the brands and the family. One of the hardest things to do is embrace change and when you
have a multigenerational business, but our focus is always on our consumers.”
Sims says the new name reflects businesses growth in recent years, including the addition of the Violet Crumble and Pollywaffle brands, increased production, more staff to cater for demand, and growing export markets.
“Over recent years, we’ve been humbled to see the business grow and with this growth, has come a need to reflect on who we are as a business today and how we want to position ourselves moving forward.
“Our ultimate mission is to make life sweet for Australians and beyond and this brand shake up is going to drive that goal for us
into the future,” Sims says. The new brand logo
and identity features each character purposefully customised and rounding at every point and corner to mimic the Menz brand icons, the Fruchoc and Crown Mint.
Showpony creative director Rory Kennett-Lister says the process to find the right brand was meticulous.
“We wanted to build a brand that speaks to the customer but also to the brand’s rich history and bright future,” he said.
Sims says, “We’re for the celebrations, the connections, the joy and the memories,
the traditions passed down for generations.
FruChoc’s Easter range is one of the first to bear the new Menz logo.
“We’re for preserving and growing, the name behind it all. The custodians of iconic Aussie confectionery.”
Over the next two years, customers will see the new tagline and shortened name ‘Menz’ on all packaging across the brand portfolio of FruChocs, Violet Crumble, Crown Mints, JeliChocs and Fruit&Nut Chocs. ✷
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www.foodanddrinkbusiness.com.au | March 2022 | Food&Drink business | 31