Hoshizaki
A journey towards brilliance
When cool becomes brilliant
Hoshizaki
The Challenge
Hoshizaki, global refrigeration leader and premium ice maker brand, aimed to unify its position across EMEA after acquiring Danish brand Gram. The mission: create a one-brand strategy to become the premium leader in the full cooling category. This meant repositioning the brand with a clear narrative, visual identity, and marketing approach to drive consistency and recognition.
Strategic & Design Approach
We started by defining the brand’s DNA, heritage, and USPs—merging Japanese precision with Danish design sophistication. Through workshops and interviews, we developed a brand story and brand book to align teams and markets. The key insight: move away from product-centric messaging to a user-focused approach. By emphasizing how Hoshizaki enables professionals—chefs, bartenders, bakers—to perform at their best, we created a more human and relatable brand connection.
Visual Identity
We translated the brand strategy into a refined visual identity that reflects craftsmanship, innovation, and performance. A clean, premium look & feel was designed for packaging, digital assets, and retail touchpoints—paired with a distinctive tone of voice that champions professional users. This led to the defining brand spirit: When cool becomes brilliant.
Results
Hoshizaki now presents a cohesive, premium product range for the entire cooling category, backed by a unified brand system and impactful marketing tools. The refreshed identity strengthens market presence, enhances brand perception, and positions Hoshizaki for continued leadership in refrigeration and retail design.
The Brilliant Book
The Brilliant Book is Hoshizaki’s brand book, setting up the new company values, mission, vision and ambition. The book takes the reader towards the journey that Hoshizaki took from product focused to customer intimacy, though a new strategy, visual and photographic style, and overall conceptual communication approach.
A extensive manual of the Hoshizaki communication elements
Side by side to theBrilliant Book we developed also a manual to ensure consistency in Hoshizaki’s new look and feel throughout all possible brand applications.
A full set of communication tools
Once the rebranding of Hoshizaki has been completed we started developing a set of communication tools to start spreading out the new image and communicating to dealers and end users the great change that Hoshizaki has gone through and present in a new way it’s range of products and services.
Newsletters
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Product brochures
Interactive sales deck
