Hierder Hepke is an iconic hospitality venue in Maastricht, known for over 35 years as the city’s living room. A place where warmth, craftsmanship, and community come together. With a loyal local following and a growing focus on corporate catering, it was time to bring the brand’s appearance back in line with the warmth guests experience inside.

Caractère was asked to redefine the communication and brand experience of Hierder Hepke — with respect for its legacy, yet a clear vision for the future.

The goal: to preserve the heart and soul of the brand while strengthening its positioning, visual presence, and strategy for a new era.

How do you refresh a beloved local brand without losing its authenticity? The challenge was to strike the right balance between renewal and recognition — and to translate Hierder Hepke’s genuine, human warmth into a coherent brand story across every touchpoint.

We began by redefining the brand identity and tone of voice, followed by a full audit of the brand’s communication channels. Caractère then took over the complete social-media strategy and content creation — including photography, copywriting, community management, and storytelling. In addition, we are developing a new website that captures Hierder Hepke’s homely and welcoming atmosphere, while continuously supporting the team with creative concepts, campaigns, and strategic advice.