Highdream Relies on the Expertise of Arndtteunissen
26.4.2023
The Chinese group HDM, a specialist in weighing systems and packaging solutions, is expanding into Europe with its Highdream brand, focusing on retail scales.
For several decades, HDM has been offering premium products for retail in its Chinese home market. The constant further development of its vegetable, meat and fish scales, as well as of special scales combined with packaging machines, makes them top products in the industry and in no way inferior to European brands. What is more: many technical refinements and excellent workmanship make them what have so far been secret top products for retail. The logical consequence now is to make the new quality standard reached to date clearly noticeable in the brand as well.
Market Entry in Europe with a New Corporate Design
In addition, in 2021 HDM decided to start distribution in all European countries in the medium term. HDM, which has so far been particularly active in North America and on the South American continent, is also using its market entry in Europe to adapt its brand.
The extensive product portfolio is to be presented in a new Corporate Design concept. The prerequisites are extremely interesting. For example, the Highdream product brand is already as well known in China in the retail scales market as Tempo is for paper tissues in Germany. The challenge for Arndtteunissen is to roll out the new identity in Europe first and to gradually adapt it in China and on other continents in the medium term.
As the new lead agency, we at Arndtteunissen are responsible for development and implementation.
„Step by step, we will rework all touchpoints. For a company of this size with international reach, every step has to be well thought through. Among other things, we have redefined the wordmark and logo and revised the colour palette for the various colour and printing systems in order to create a consistent look worldwide. In addition, we have developed a new typographic world that works in the Asian, European and entire American markets. Customers got a first impression of the new brand at Euroshop 2023 in Düsseldorf. The trade fair for retail is an ideal start for rolling out the new Corporate Design. Little by little, we will rework digital channels, develop the packaging concept and influence the product design itself.“Benjamin Arndt, Managing Partner Arndtteunissen