In collaboration with CAA’s Global Client Strategy division, we worked with Tom Hanks to bring Hanx For Our Troops to life. The company was founded to create “goods that do some good”, and all profits are donated to a network of partners that support military Veterans and their families.
Brains on Fire owned all branding, packaging, web design and creative direction for the project. Inspired by WWII K-ration design and paired with a fresh approach to color, the Hanx brand combines a unique blend of nostalgic military with modern packaging that pops on shelf and has cross-generational appeal.
Our exploration of a brand in Tom’s likeness brought us to a secondary mark employing a timeless silhouette of his profile. We engaged the world renowned Charles S. Anderson Design to assist in designing the silhouetted secondary mark.
When developing voice and tone, we went straight to the source. The Hanx voice is no-nonsense. It’s clear, loyal, trustworthy, and friendly - just like its founder. Each blend’s description was created in collaboration with Tom, who has a vested interest in the authenticity of the Hanx brand and product, all the way down to the flavor profiles. Tom’s Morning Magic is particularly unique, born from his first memories of coffee - and yep - the malt is the kicker.
