HG gives iconic packaging a new look and renews visual identity

Redesign creates more shelf impact and a premium look.

As of February 2, 2026, HG is introducing a refreshed visual identity, giving its iconic packaging a fresh new look. The redesign has been developed to make the brand more instantly recognizable on the shelf and to help shoppers more clearly select the right specialist solution. While HG remains true to its recognizable blue and white foundation, the rebranding opts for greater shelf impact and a premium appearance—befitting the proven quality and expertise for which HG is known. Consequently, the renewed design not only aids in choice on the shelf but also strengthens HG's position as a specialist in terms of quality.

“The goal was not revolution, but evolution,” says Bregtje van Aalten, Marketing Director at HG. “We see that consumers decide in a split second. Then you have to stand out. Our design research shows that HG achieves up to 92% brand recognition within 0.1 second.”

Van Aalten adds: “Our products represent specialized solutions with proven quality and expertise. The packaging must therefore evoke that same feeling: trust, quality, and 'this is the expert'.”

More visibility, easier to choose

The new design is not only more modern but also more functional: with clear color coding, clear product names, and a premium look, HG aims to simplify the shopping experience and strengthen confidence in the solution. The premium appearance is a deliberate choice to reinforce HG's proven quality and expertise at the moment of choice. In shopper research (Toluna, 564 shoppers), the new packaging results in 15% more shelf visibility and a higher purchase intention (up to 76% versus 51% for other brands).

Specific problem, specialist solution

HG is supporting the redesign with a new campaign under the banner 'specific problem, specialist solution'. With this, HG takes consumers into the world of household cleaning and maintenance challenges. “Control and cleanliness in my home are becoming increasingly important, but at the same time, the skills, tools, and knowledge to ensure this are becoming harder to find. With ever-increasing new specific maintenance and cleaning challenges, this becomes even more difficult. Such as limescale on my black taps, mold on my ceramic tiles, or grease on the induction hob.”

The new campaign introduces a recognizable 'iconic scan language' with which HG visualizes the process of risk → analysis → solution. In this way, HG demonstrates that cleaning and maintenance problems often have a specific cause and therefore require a specialist approach. HG kicks off the campaign with a TV spot about clogging problems. The focus is on the distinction between the various causes: a blockage caused by hair in the bathroom requires a different approach than a blockage caused by grease and food residue in the kitchen drain. With 'HG. The Unblocker Specialist', HG positions itself as a brand that offers a specialist solution for every blockage.

Van Aalten: “Cleaning and maintenance problems are becoming increasingly specific — and people want to be sure they tackle them right the first time. With the redesign, we are making HG even clearer and more recognizable when it counts: on the shelf. This makes it easier to choose the right specialist solution immediately.”