Hans Hulsbosch

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Hans Hulsbosch is an Australian brand designer, responsible for the development of many of Australia's leading identities including Qantas, Woolworths.[1][2]and Virgin Australia. In 1982, he pioneered the concept of combining brand, brand strategy and product development.


Hans Hulsbosch was born in Valkenswaard in The Netherlands. He studied at the School of Graphic Design, Eindhoven and was offered his first job as a packaging designer at Willem II. In the early 1970's he moved to Amsterdam, where he worked for the design group Ten Cate Bergmans and advertising agency Leo Burnett. In 1975 he and his wife moved to Wellington, New Zealand, where he worked for several advertising agencies. In 1979 he moved to Sydney, Australia, and became Creative Director for advertising agency Clemenger BBDO, for whom he created the Tia Maria 'Gold and Brown' television commercial which became Australia's first global campaign[3]and the Hoover 10second television campaign. He opened his own brand agency in 1982.


In the late 1970's and early 1980's Hulsbosch pioneered the concept of branding in Australia, being the first to combine brand strategy, brand identity and brand management. His first client was Qantas followed by Sitmar Cruises (P&O). He has created many of Australia's iconic brands such as the Qantas 'flying kangaroo',[4][5] Woolworths, ABC Kids, Taronga Zoo, The MLC 'Nest Egg', Perpetual, The Australian Ballet, Free TV Australia, Football Federation of Australia, P&O,[6] Nylex and Foxtel.[7] He and his company have also designed many of Australia's leading packaging brands such as 'Thins' for Arnotts, 'Windex' and 'Toilet Duck' for SC Johnson, 'Dettol', 'UV Triple Guard', 'Exit Mould' and 'Disprin' for Reckitt Benkiser, 'Kleenex Tissues' and 'Huggies' for Kimberly-Clark, and 'Wild Oats' for Oatley Family Wines.

Hulsbosch has also created identities for pro bono clients such as Taronga and Dubbo Zoo, The University of Sydney, The Children's Medical Research institute, The Kidney Foundation, Meals on Wheels, The Bobby Goldsmith Foundation and The McGrath Foundation.

Current clients include Virgin Australia,[5] Velocity Frequent Flyer, Apple, ABC, Rebel Sport, Supercars, Tatts Group, Woolworths, Royal Caribbean International, Taronga Zoo, Technology One, IAG, The Royal Botanic Garden – Sydney, Bayer, Football Federation of Australia, MTAA Super, Dexus and Allens Linklaters.[8]


Hulsbosch has won many national and international advertising and design awards. In 1982/83 he won several major international advertising awards for Tia Maria, Campari, Pizza Hut and Hoover. In 1998 he won the gold Mobius award for Thins Potato Chips packaging and the identity for Qantas was chosen as one of the 10 best identities in the world at the Cannes Lions International Festival of Creativity in 2008 and again received a Mobius Award in the USA.[citation needed] Brandchannel ranked the Woolworths identity as one of the top 5 rebrands in the world for 2008/09,[citation needed] and in 2012 the Australian Marketing magazine chose it as the fifth best Australian brand icon of all time.[9] Hans Hulsbosch has been voted best small business entrepreneur in NSW and his agency has been awarded the Telstra Best Small Business Award,[10] Hulsbosch won the Adnews Specialist Agency of the Year Award in 2010[11] and 2012.[citation needed]


  1. ^ "Designer explains new Woolworths logo", Foodweek.com.au[dead link]
  2. ^ Think Growth Archived 3 March 2016 at the Wayback Machine.
  3. ^ Miriam Steffens, "Designed gave branding its flying start by thinking big", The Sydney Morning Herald, 20 August 2012.
  4. ^ "New Era for Qantas", Hans Hulsbosch.com.au Archived 13 October 2009 at the Wayback Machine.
  5. ^ a b Steve Creedy, "Qantas trashing its brand, says Hans Hulsbosch", The Australian, 15 September 2014.
  6. ^ Maria Ligerakis, "P&O's cruising with a new look logo", B&T, 16 November 2000, archived at the Wayback Machine on 27 April 2004.
  7. ^ Andrew Carswell, "Hans' winning flight of fancy", The Sunday Telegraph, 6 September 2008.
  8. ^ "The Brand Man", Hulsbosch.com.au Archived 13 October 2009 at the Wayback Machine.
  9. ^ "Top10 Australian logos of all time", Marketing, 21 September 2012.
  10. ^ by the "Telstra-New South Wales Regional Small Business Awards". Parliament of New South Wales, 23 October 1997, archived at the Wayback Machine on 29 April 2009.
  11. ^ 2009 Agency of the Year Awards, AdNews, archived at the Wayback Machine on 7 December 2010.

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