Aardvark Paper Drinking Straws


Hoffmaster Group purchased Aardvark Paper Straws - a company whose brand historically focused on the retail side of their business. With the acquisition, Hoffmaster wanted to reposition Aardvark to focus the brand on their wholesale business.


We began the rebrand of Aardvark Paper Drinking Straws with extensive research into the national and international markets and conducted decision-maker interviews targeted toward buyers in restaurant, zoo, aquarium, aviation and hospital industries.

Through internal and external research and data analysis, we identified the strengths, weaknesses, opportunities, and threats to the product lines.

From there we created a slogan, new logo and color palette, executive identity, business to business campaign, an interactive trade show booth, social media content, swag including shirts and hats, and a strength campaign for business to business and digital usage. presented additional branding recommendations such as welcome packets for new customers filled with education and promotional materials to communicate the Aardvark message to end-user consumers.


Not only were we able to create a brand that successfully relaunched Aardvark under the Hoffmaster Group umbrella, but we were also able to gain insight through our research and customer interviews that had not previously been shared with the client. Because of these insights we were able to incorporate messaging and a unique value proposition that sets Aardvark up to be the premier product in the industry.