The goal of the Max Brenner brand refresh was to infuse the brand with a youthful energy, injecting personality across every touchpoint while amplifying the experience of consuming their products.
We set out to build a stronger emotional connection with the next generation of chocolate lovers, making every interaction with the brand as enticing as the chocolate itself. By focusing on appetite appeal and crafting a vibe that resonates with today’s audience, we transformed the brand into a magnet for passionate chocolate enthusiasts, both young and old.
We began with comprehensive brand research to pinpoint Max Brenner’s position within the dessert bar and chocolate category. This process included an in-depth audit and analysis of the competitive landscape, focusing on both direct chocolate competitors and broader dessert experiences.
We carefully reviewed all existing assets and brand positioning to identify strengths, gaps and opportunities. From this foundation, we crafted a new strategic positioning that aligns with the brand’s core essence, developed a compelling reason to believe, and infused the brand with a refreshed, distinctive personality that looks pretty sweet!
While we were asked to keep our sticky fingers off the Max Brenner logo, we did sprinkle it with a new tagline that plays nicely between chocolate credentials, obsession and fun.
Centered on the core strategy of “making life sweet for everyone”, we embarked on creating distinctive brand assets that would truly stand out.
We created a unique illustration style that captures the fluidity and richness of melted chocolate, presented in a modern, contemporary way. These visuals weren’t just eye-catching – they told a deeper story, highlighting the craftsmanship behind the products and the joy they bring to people. Through this approach, we seamlessly connected the process and the people, infusing the brand with both warmth and a coolness.
Great packaging is all about sparking an emotional connection. We create that bond between the brand and its customers through thoughtful packaging design. By blending expressive illustrations with clever, personality-driven copy, we crafted packaging that not only stands out but resonates.
We also introduced a distinctive typeface that mirrors the playful flow of chocolate, adding an extra layer of charm and cohesiveness to the overall design.
The result? Packaging that not only catches the eye but also connects with the heart.
We extended this visual style and its assets across promotional posters, communication platforms, and brand architecture. The design had to be versatile, seamlessly adapting to product-centric ads, people-focused campaigns, and personality-driven messaging.
The unifying elements? Max Brenner’s signature flowing lines and playful copy, which tied everything together into a cohesive brand experience. This approach ensured that every touchpoint, whether highlighting a product or an attitude, felt undeniably Max Brenner.
At the heart of our philosophy is the belief that a great brand is one that both staff and customers are proud to wear. A significant aspect of the Max Brenner brand refresh involved reimagining their staff uniforms and merchandise.
We designed a fresh, vibrant look that not only reflects the brand’s personality but also fosters a sense of pride and connection among team members and customers alike. This revitalised approach transforms uniforms and merch into a canvas for the brand, creating a unified experience that everyone can embrace.
The final pieces of the Max Brenner rebrand puzzle focused on envisioning how the new identity would come to life both inside and outside the stores. Our mission was to craft engaging chocolate stories that not only brought smiles but also visually disrupted the spaces available. By infusing creativity into every element of the environment, we aimed to create immersive experiences that captivated customers and transformed ordinary moments into memorable chocolate ones!
“The Creative Method did an exceptional job developing a new brand architecture and visual identity for Max Brenner, bringing contemporary relevance to our iconic brand.
“They successfully modernised our look, finding the right balance with the chocolate-fuelled passion and key assets that have been core to our brand for the past 20 years.
“Their energy, creativity, professionalism, and deep passion for our brand and our customers made them a pleasure to work with.”
Sarah Ryan, Head of Marketing and Innovation, Max Brenner
Max Brenner
Max Brenner needed some love. Here was the best hot chocolate in Australia, wrapped in a brand that lacked the warmth and excitement it deserved.
Our challenge was to reignite that passion, breathing life and energy back into the brand.
Client
Max Brenner
Our Work
Brand Strategy
Visual Brand Identity
Logo Design
Copywriting
Packaging
Staff Uniform
Advertising
Signage