![Hakle](https://ifdalivestorage.blob.core.windows.net/user-uploads/6602/149232/00000000-0000-0000-0000-000000000000/01_300-2-149232_Hakle.jpg)
![Hakle](https://ifdalivestorage.blob.core.windows.net/user-uploads/6602/149232/00000000-0000-0000-0000-000000000000/01_300-2-149232_Hakle.jpg)
Hakle
Rebranding
palero capital GmbH
Hakle is the best-known German toilet-paper brand. When it was sold to new investors in 2013, we were not allowed to continue the usage of the famous “Puppy” as the brand mark anymore. We created a modern and self-confident brand image, by avoiding the usage of common design elements such as flowers and animals. We broke clearly the rules of this product category, using a reduced human design language with bold and vivid colors. Story-telling above technology. Simple guidance above flowers. With great success.