A Hellers hack. | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Dow Goodfolk
Hellers Truck Brand Design

A Hellers hack.

Competitors copying you can be the greatest form of flattery. Or it could just mean you’re no longer special. And when you’re growing and making money what do you do? Ride it out? Evolve? Tweak? Or change everything? When the truth of your business is that you are five generations of adventurous butchers, you embrace change. You hack everything. But you ground it in an insight – that people want the craft of a local butcher and the convenience of 24/7 grocery. From the hanging sign and stripes of a traditional butcher’s awning in the new logo, to the people Hellers hire to represent the brand, everything was reinvented to reflect the truth of the adventurous local butcher. And that’s how you transform a business to become New Zealand’s favourite butcher and the undisputed market leader – you change before you have to.

Hellers brand identity logo Hellers Truck Brand Design Hellers food show stand spatial design

“Dow have been absolutely fundamental in taking Hellers from a product to a leading brand in grocery today.  Hellers are now the No. 1 brand by both volume and value in the meat processing industry.”

— Todd Heller, Managing Director, Hellers Ltd.


Results: Number 1 processed meat brand by volume & value in NZ.