Brand revolution at Hafren Security Fasteners 17 February 2020

This year, Hafren Security Fasteners is launching new product packaging and high-quality branded tooling, giving a new look and feel that is much bolder and appealing across all product offerings. The new packaging will start hitting store shelves this year.

Hafren has a reputation for providing high-quality security fastener products throughout the construction industry and wanted its packaging to reflect the quality of the products inside the box. “After doing our homework, we came up with a design that we feel meets the requirements of the market. Our customers wanted something with a higher visual impact that would gain the attention of their customers and the new Hafren branded box undoubtedly delivers. Our new packaging conveys to anyone who uses our products, that they are going to perform at a very high-level,” said Ryan Crawley, marketing manager at Hafren Security Fasteners.

As a wholesaler of security fasteners, Hafren is clear in its position to support frontline distribution partners. The company says it will never seek out direct end user business and this is at the heart of its brand ethics/route to market; preferring to partner with proactive, forward thinking distributors who ‘get’ the value proposition and want to differentiate themselves from the rest of the market.

The brand strongly supports the distribution chain and marketing model, which makes it quick and easy to buy and sell these security fasteners. Distributors can benefit from a wealth of support packages, including readily available Hafren product handbooks, demonstration/sales packs and brochures, marketing support, an e-commerce website, and now a product that is packaged to stand out amongst the competition.

This high impact packaging design gives continuity and ease of recognition across the Hafren brand. Without a doubt helping to improve shelf appearances. The boxes have been designed with an understanding of the importance of maximising store/shelf space and therefore the size formats are optimal to increase profitability. Boxes are made from 100% recycled cardboard to minimise environmental impact.

Quality is guaranteed throughout the product range, technical experience and commercial acumen within its team; all supported and backed up by ISO accreditations in quality (9001) and environmental management (14001).

Deputy Editor

Claire Aldridge Deputy Editor t: +44 (0) 1727 814 450


Having joined the magazine in 2012, Claire developed her knowledge of the industry through the numerous company visits, exhibitions and conferences she attended both in the UK and abroad.

Claire prides herself on keeping readers well informed and up to date with the latest industry news.