Iconic South Australian confectionery brand, Robern Menz, has today announced its plans to rebrand as Menz Confectionery. Along with its new name comes a new mission and tagline: “Making Life Sweet”.
Over the next two years, customers will see the new tagline and shortened name ‘Menz’ on all packaging across the brand portfolio of FruChocs, Violet Crumble, Crown Mints, JeliChocs and Fruit&Nut Chocs.
Menz Confectionery CEO, Phil Sims, said the new name reflects the business’s 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,” Phil said.
“We’re a brand with a rich history in Australia, we’ve been around for 150 years, are the custodians of over 100 products and to ensure we’re still thriving in another 150 years. Our ultimate mission is to make life sweet for Australians and beyond and this brand shakeup is going to drive that goal for us into the future.
“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.”
The new brand identity, developed by Adelaide based agency Showpony, took twelve months of extensive research and included a logo refresh as well as identifying the businesses core values, purpose and narrative.
The new brand logo and identity hits 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,” Showpony Adelaide Creative Director Rory Kennett-Lister said.
“We wanted to build a brand that speaks to the customer but also to the brand’s rich history and bright future.”
Phil points out that it truly is a brand for everyone and says the business has an eagerness to share the love with the rest of the world.
“We’re for the twenty-somethings and their Violet Crumble cravings,” Phil said.
“We’re for the grannies and their car consoles of Crown Mints. We’re for the ex-pats and their freighted FruChocs and the kids who love a JeliChoc hit. We’re for the young and the old. The laughs.The parties.The families across the globe.
“We’re for the celebrations, the connections, the joy and the memories, the traditions passed down for generations. We’re for preserving and growing, the name behind it all. The custodians of iconic Aussie confectionery.”
While the rebrand will see a new look and feel, consumers can rest assured that taste, quality and original recipes will remain true to their iconic heritage.