HAJOK Design
HAJOK Design is a Hamburg-based packaging design and brand consulting agency founded in 1997 that serves consumer goods brands and retailer private labels across the DACH region. Its 45-person integrated team delivers packaging design, brand strategy, photography, and final artwork, with select international roll-outs.
- Company typePrivate
- Founded1997
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What HAJOK Design does
HAJOK Design GmbH & Co. KG is a Hamburg-based packaging design and brand consulting agency founded in 1997, operating as a privately held German limited partnership (GmbH & Co. KG). The firm is part of the Spring CC creative agency network and is led by three managing directors — Klaus P. Hajok (founder), Lars Bo Hansen, and Madeleine Lindner. Its service portfolio centers on packaging design (Verpackungsdesign), complemented by branding, brand strategy (Markenstrategie), in-house food photography and styling (Bild & Foto), final artwork/production-ready files (Reinzeichnung), naming and copywriting, and corporate design. All services are delivered internally by an integrated 45-person team spanning consultants, strategists, designers, illustrators, copywriters, and photographers, with a dedicated 13-person Daily Business unit handling adaptations and international roll-outs. Proprietary operational assets include an in-house photo studio and AI-assisted image creation workflows used for layout previews and seasonal imagery.
The agency operates a B2B, sales-led professional services model serving consumer goods brands on project and retainer engagements, with portfolio scope ranging from small ranges (2 articles) to large international roll-outs exceeding 2,000 SKUs. Customer concentration spans enterprise consumer goods multinationals (Unilever/Knorr, Beiersdorf/Nivea, Colgate-Palmolive, Essity, Adelholzener Alpenquellen, Bahlsen, Bonduelle, Melitta) and major retailers' private labels (REWE ja! and to go, Penny Naturgut, Coop well, Vivess). Geographic focus is the DACH region with selective international work in the Netherlands, Poland, Belgium, Spain, and Portugal via existing European clients. Pricing is not publicly disclosed; engagements are quoted on a contact basis across project and retainer structures. The agency does not have external institutional investment, a public listing, or disclosed subsidiaries.
Commercial reputation is supported by recurring industry recognition — Pentawards (2019, 2024), Red Dot (2019, 2022), German Brand Award (2022), and German Design Award (2020, 2025) — across work for clients including Melitta, Appel Feinkost, Isola Bio, Penny Naturgut, Bold Foods, and Naschnatur. Customer retention is evidenced by relationships of up to 28 years with some brand clients. Go-to-market is conducted primarily through direct account management with supporting presence on the company website, Instagram, LinkedIn, Xing, and Pinterest.
HAJOK Design firmographics
Firmographics- Name
- HAJOK Design
- Legal name
- HAJOK Design GmbH & Co. KG
- Website
- https://hajok.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HAJOK Design is a Hamburg-based packaging design and brand consulting agency founded in 1997 that serves consumer goods brands and retailer private labels across the DACH region. Its 45-person integrated team delivers packaging design, brand strategy, photography, and final artwork, with select international roll-outs.
- Ownership category
- akta.pro rank
HAJOK Design industry classification
Industry- Product category
- Brand & Packaging Design Services
- NAICS
- Graphic Design Services (54143)
- SIC
- Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Packaging & Product Brand Design (BPAFAEAG)
Keywords
Where HAJOK Design is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
HAJOK Design business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Professional Services: Full-service design agency providing packaging design, branding, brand strategy, photography, illustration, copywriting, and final artwork services on a project and retainer basis for consumer goods brands.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
HAJOK Design product offering
Product offeringCore offering
HAJOK Design is a full-service packaging design and brand consulting agency that creates packaging design, branding, brand strategy, food photography, illustration, copywriting, and final artwork for consumer goods brands. The agency serves clients in the DACH region through an integrated in-house team and a 13-person Daily Business unit that handles adaptation and international roll-outs of product portfolios ranging from 2 articles to 2,000+ SKUs.
Product overview
HAJOK Design is a full-service packaging design and brand consulting agency founded in 1997, operating as a single unified offering rather than a platform-plus-modules architecture. The core service portfolio centers on Verpackungsdesign (packaging design), complemented by Branding, Markenstrategie (brand strategy), Bild & Foto (inhouse photography), Reinzeichnung (final artwork), Naming & Text, and Corporate Design. All services are delivered internally through an integrated team of consultants, strategists, designers, illustrators, copywriters, and photographers, with a 13-person Daily Business unit handling adaptations and international roll-outs. The agency specializes in food and beverage packaging, cosmetics, and non-food consumer products for clients ranging from global players to local champions.
Differentiator
Problem solved
Functional benefit
Products and services
- Verpackungsdesign (Packaging Design) Packaging design services creating outstanding design for individual products and comprehensive design solutions for large portfolios, from single items to extensive product ranges. Targeted at consumer goods brands needing shelf impact and brand differentiation at the point of purchase.
- Branding (Brand Identity Development) Brand identity development including brand DNA, positioning, and target audience analysis to create unique brands through new development or strategic further development. Targeted at consumer goods brands seeking brand creation or modernization.
- Markenstrategie (Brand Strategy) Brand strategy consulting that creates identification, addresses consumer values and beliefs, and ensures long-term brand relevance through deep analysis and strategic derivations. Targeted at consumer goods brands seeking strategic brand positioning.
- Bild & Foto (In-house Food Photography & Styling) In-house food photography and food styling with a proprietary photo studio, offering high-level expertise in appetizing product presentation for packaging design needs. Targeted at consumer goods brands needing product imagery for packaging and marketing materials.
- Reinzeichnung (Final Artwork) Final artwork services providing consultation on all printing and production questions, delivering production-ready packaging designs. Targeted at consumer goods brands needing print-ready artwork files for manufacturing.
- Naming & Text Brand and product naming, claims, and packaging text development, creating names and stories that stick in consumers' minds. Targeted at consumer goods brands needing brand naming, product naming, or packaging copy.
- Corporate Design Corporate identity development and implementation across all channels including websites, merchandising, and interior design. Targeted at consumer goods brands needing comprehensive corporate identity beyond packaging.
Quantifiable outcome
- Design relaunch for REWE to go across over 90 articles with new visual brand identity
- +4 more outcomes
Companies that use HAJOK Design
Customer profileNamed customers17 records
Segments3 records
Ideal customer profiles2 records
HAJOK Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
HAJOK Design partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Spring CCcoreHAJOK Design is part of Spring CC, a creative agency network or parent organization. This affiliation likely provides additional creative resources, shared expertise, or collaborative opportunities within the network.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
HAJOK Design competitors and assessment
Company assessmentDirect peers
- Elmwood: UK-based brand and packaging design consultancy with strong consumer goods focus. Comparable on packaging design, brand strategy, and multi-SKU roll-out capability for CPG clients.
- Kolle Rebbe: Hamburg-based creative agency specializing in brand strategy, packaging design, and communication design for consumer goods and food brands. Directly comparable as a DACH creative agency competing for similar CPG and private-label packaging briefs.
- MetaDesign: German brand and packaging design agency with deep CPG and corporate identity expertise. Closely comparable on integrated brand strategy, packaging, and corporate design services for European consumer brands.
- Pearlfisher: London-based brand and packaging design agency focused on FMCG and consumer goods. Comparable for premium packaging design, brand strategy, and food/beverage/beauty client portfolio across European markets.
- CBA (Ciba Design): German creative agency with packaging, brand identity, and communication design practices. Comparable as a DACH competitor in packaging design for FMCG and retail brands.
Broad incumbents
- Landor & Fitch: Global brand consulting and design firm serving major FMCG clients with packaging, branding, and corporate identity work. Comparable at the enterprise tier of brand strategy and packaging design HAJOK competes for.
- Scholz & Friends: Major German creative agency network with brand strategy, advertising, and packaging capabilities. Comparable on integrated brand work for large DACH and European CPG clients.
- Superunion (formerly Brand Union): Global brand and packaging consultancy with strong CPG and retail credentials. Comparable as a larger, broader-scope player providing packaging and brand strategy to multinational CPGs that HAJOK also serves.
Emerging players
- Family (family brand agency): Independent packaging and brand design agency serving ambitious consumer brands. Comparable on creative-led packaging design for premium and challenger CPG brands, though typically serving smaller clients than HAJOK.
Others
- Robsonologie / Spring CC agencies: Sister agencies within the Spring CC creative network of which HAJOK is a member. Comparable as network peers sharing client opportunities, resourcing, and creative standards across European markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HAJOK Design social profiles
Digital presenceHAJOK Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
HAJOK Design leadership team
Management profileNumber of profiles
Profiles6 records
HAJOK Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HAJOK Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HAJOK Design
What does HAJOK Design do?
HAJOK Design is a full-service packaging design and brand consulting agency that creates packaging design, branding, brand strategy, food photography, illustration, copywriting, and final artwork for consumer goods brands. The agency serves clients in the DACH region through an integrated in-house team and a 13-person Daily Business unit that handles adaptation and international roll-outs of product portfolios ranging from 2 articles to 2,000+ SKUs.
Is HAJOK Design a public or private company?
HAJOK Design is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HAJOK Design founded?
HAJOK Design was founded in 1997. It employs 11 to 50 people.
Where is HAJOK Design based?
HAJOK Design is headquartered in Hamburg, Germany, in the Europe region.
How does HAJOK Design make money?
One revenue line is on record: professional Services.
Who are HAJOK Design's main competitors?
Direct peers on record are Elmwood, Kolle Rebbe, MetaDesign, Pearlfisher and CBA (Ciba Design). Broad incumbents are Landor & Fitch, Scholz & Friends and Superunion (formerly Brand Union). Family (family brand agency) is listed as an emerging player. Robsonologie / Spring CC agencies is listed as an others.
Does HAJOK Design have an API?
No public API is recorded for HAJOK Design.
What industry is HAJOK Design in?
HAJOK Design's product category is Brand & Packaging Design Services. Its primary akta.pro industry code is BPAFAEAG, Packaging & Product Brand Design. Its NAICS code is 54143 and its SIC code is 7311.