Launched into the market a decade ago, HECK! has since grown to become one of the UK’s best-loved sausage makers, achieving a 60% share of the premium branded sausage market. Bringing a strong field-to-fork family heritage, the Yorkshire-based brand wanted to grow into an established category player whilst introducing wider excitement and impact with their product innovations. We partnered with the team to refresh HECK!’s existing core visual identity and packaging design and develop a new playful brand platform that reinvigorated the sausage aisle and sparked excitement in a Gen Z world.
The Tension
The sausage aisle has welcomed wider category buzz in recent years, with new players launching bold innovations via graphic language and product experimentation. Looking to stand out from the crowd, HECK! needed a brand overhaul that refreshed its existing identity to set the stage for a platform-led approach, evolving the product potential of the brand whilst staying true to its community and family-led core values. We recognised an opportunity to bring HECK!'s sizzle to the forefront and celebrate its unapologetically bold and wonderfully quirky personality.