France, with no shortage of package designers, was not an easy market to break into for them. But, they believe in the power of word-of-mouth more than anything when it comes to communication because that was how their business has grown so far; a pastry shop owner who was happy about their design work recommended them to another shop owner. The company president cherishes this kind of human connection. So, clearly, using mass advertisement or web-media is not the best way to represent their value.
The PR tool we chose for them was a newsletter that explains their vision and work in their own words. It includes the photo of the president—thus he literally can face their potential customers, and the photos and drawings of the packages that they designed. Showing their design examples with pictures is particularly effective because that would help Hacolino's potential clients—pastry shop owners and chocolatiers—imagine their own products in Hacolino packages.
・Message from the founder including the origin of the company's name
・Work details including their design method
・Work examples with photos and drawings