Iconic South Australian confectionery brand, Robern Menz, has confirmed its plans to rebrand as Menz Confectionery, and with its new name, comes a new mission and tagline “Making Life Sweet”, as well as future plans to upgrade its packaging.
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.
The new brand identity, developed by Adelaide based agency Showpony, took twelve months of extensive research and included a logo refresh as well identifying the businesses core values, purpose and narrative.
The new brand logo and identity hits close to home for the business, with each character purposefully customised and rounding at every point and corner to mimic the Menz brand icons, the Fruchoc and Crown Mint.
“The process to find the right brand for Menz Confectionery was meticulous and is representative of their forward thinking and collaborative approach. We wanted to build a brand that speaks to the customer but also to the brand's rich history and bright future,” said Rory Kennett-Lister, creative director, Showpony Adelaide.
Menz Confectionery CEO, Phil Sims, said the new name reflects the businesses growth over recent years which includes the addition of the Violet Crumble and Pollywaffle brands, increased production, more staff to cater for demand and exports that include the US and Asia with more growth on the horizon.
“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.
“We’re a brand with a rich history in Australia, we’ve been around for 150 years, are the custodians of over 100 products and to ensure we’re still thriving in another 150 years. 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 that addition to the name change and logo design, Menz Confectionery will use this opportunity to upgrade its packaging
“In terms of sustainability, this includes recyclable communication on pack for the year of 2022. We have partnered with REDcycle since 2020 and are brand owner members with APCO.
“Our aim is to have 50 per cent of our SKUs at least in market this year with REDcycle and ARL logos on pack, with 90 per cent of our primary packaging ‘reusable’ and/or ‘recyclable’,” he added.
