Logo & Branding
With a bold night hawk inhabiting the negative space of a red flame, our new logo for Night Hawk illustrated the brand’s most important differentiator: the charbroiled beef.
Night Hawk Frozen Foods
Food & Beverage
Client Profile
Currently located in Buda, Night Hawk Frozen Foods began in 1965, when the Night Hawk Restaurants in Austin, Texas started producing frozen dinners for “meat and potatoes” devotees.
Challenge
Although Night Hawk had a dedicated fanbase of Texans over the age of 40, their outdated aesthetic didn’t live up to the product itself—and sales were starting to stagnate. In 2013, they approached us looking for a complete rebrand that would reach and resonate with new audiences.
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Packaging
The new packaging—and new food photography—made Night Hawk competitive on freezer shelves, and the website enabled fans to learn about products, nutritional information, and Night Hawk news. Our efforts helped Night Hawk see a 45% increase in sales year over year.
Photography
Web
The new packaging—and new food photography—made Night Hawk competitive on freezer shelves, and the website enabled fans to learn about products, nutritional information, and Night Hawk news. Our efforts helped Night Hawk see a 45% increase in sales year over year.
Social Campaigns
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Integrated Ad Campaign
In 2016, we took the weird a little further. Inspired by the recognizable kitsch of personal injury billboards, the Envision team created billboards that feature “Hawk & Hawk,” a pair hawk-headed lawyers committed to warning unsuspecting people—particularly those stuck in Austin traffic—about the dangers of an acronym they had never heard of before. Scattered throughout the city, the billboards warn drivers that they “may be suffering from D.F.M.” and urge them to visit a certain website to “taste justice” (www.TasteJustice.com).
Taste Justice
On the site, visitors gain insight into the symptoms of “Disappointing Frozen Meals,” read about Hawk & Hawk’s professional backgrounds, and learn about D.F.M. success stories. The “Taste Justice” campaign extends into geo-targeted social media and banner display ads. Hank Hawk and Harvey Hawk even have LinkedIn accounts.
Taste Justice Social Campaign
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