Cyprus Millers by Hadjigiorkis, a transformation of the historic Hadjigiorkis Flourmills, represents a local flour leader in Cyprus. Established in 1945, it has evolved into a brand known for its excellence in quality, innovation, and commitment to cultural and environmental impact. The brand transformation initiative aimed to modernize the brand while retaining its rich heritage and values.
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.
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.