Iconic South Australian confectionery brand Robern Menz has announced plans to rebrand as Menz Confectionery. The shortened name ‘Menz’ will appear on all packaging across the brand portfolio of FruChocs, Violet Crumble, Crown Mints, JeliChocs and Fruit&Nut Chocs in the next two years.
Menz Confectionery CEO Phil Sims says the new name reflects the business’ 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,” says Mr Sims.
Making life sweet
With the new name, comes a new mission and tagline: “Making Life Sweet”.
“We know that a great brand appeals to both the head and the heart,and here at Menz Confectionery, we are about evoking memories, bringing people together and making life sweet,” says Mr Sims.
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 is said to hit 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,” says Showpony Adelaide Creative Director Rory Kennett-Lister.
“We wanted to build a brand that speaks to the customer but also to the brand’s rich history and bright future.”
Staying true to its heritage
Menz Confectionery has been around for 150 years and is the custodians of over 100 products. While the rebrand will see a new look and feel, consumers can be rest assured that taste, quality and original recipes will remain true to the business’ iconic heritage.
“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,” says Mr Sims.