Cyprus Millers: Sharing our sun with the World

Challenge

The main challenge, spearheaded by Hivebreed, was to create a cohesive, updated brand positioning strategy for Cyprus Millers that would resonate with both local and global markets. This strategy emphasized Cyprus Millers' longstanding tradition and dedication to quality, guiding the brand to evolve from its traditional roots to a modern, international identity without losing its core values of caregiving. Hivebreed's role was crucial in overseeing the overall communication and brand strategy, ensuring the brand's evolution aligned with its values and all stakeholder expectations, inside and outside of the organisation.

This transformation involved developing a new brand image, packaging design, and online presence, alongside a communication strategy to effectively launch the rebranded identity. Nekativ creative studio, was instrumental in this phase, responsible for the creative conceptualisation and implementation of the brand identity both online and offline, providing Cyprus Millers with a visually compelling and creative direction based on the archetypical values of the caregiver; but also embedding handcrafted heritage elements of our island into a modern, versatile new identity.

Many thanks to Cyprus Millers for their trust and Pakhuis foodmarketing, which set the overall strategic pathway for the organization, enabling a seamless transition from traditional values to a contemporary global presence.

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Deliverables

• New Brand Development: The creation of a new group brand, Cyprus Millers, which would encompass the heritage of Hadjigiorkis Flourmills. This involved developing a brand DNA that reflected the brand's caregiver archetype and commitment to artisanal quality.
• Brand Uplift: Reinvigorating the Hadjigiorkis brand, including the symbolic transformation of Giagia Katerina into a forward-looking, iconic figure. This was part of a broader effort to convey the brand's evolution and readiness to embrace future challenges while honouring its legacy.
• Packaging Design: Redesigning the packaging to reflect the new brand identity, focusing on high-quality materials and visually appealing aesthetics that communicated the brand's artisanal and heritage values both for the local and international market.
• Brand Collaterals and Fleet: Updating brand collateral materials and the visual identity of the fleet to align with the new brand image, ensuring consistency across all touch points.
• Website Redesign: Overhauling the website to better reflect the new brand identity, making it more user-friendly and aligned with contemporary web design standards. This also involved optimizing the website for better engagement and customer interaction for the food service industry. ‍
• Communication Launch Strategy: Developing a comprehensive strategy to introduce the rebranded Cyprus Millers to the market. This included marketing campaigns, a concept plan to engage segments of the market with the cultural impact of the brand, and digital marketing strategies to effectively communicate the brand's new identity and values to a wider audience.

Outcome

The rebranding of Cyprus Millers successfully merged the traditional values and rich history of Hadjigiorkis Flourmills with a modern, global outlook. The new brand identity resonated well with both existing and new customers, creating a strong market presence. The emphasis on quality, sustainability, and innovation, reinforced through the various deliverables, by positioning Cyprus Millers as a leader in the flour industry, both in Cyprus and in international markets.

The brand’s commitment to its roots, coupled with a forward-thinking approach, set a new standard in the industry for combining tradition with modern outlook that preserves values as a guiding light for the next generation.