LINPAC Case Study
LINPAC, a leading international plastic fresh food packaging producer, needed a cost effective solution to revitalising its brand. With multiple sites across Europe and Asia, the company required an uplifted market position to reflect its core message of ‘fresh thinking’.
With 13 corporate languages, 23 manufacturing sites, 4 business units and a focus on shareholder investor returns, PHD delivered a creative uplift of the corporate brand, sales tools and website over an 18 month period to support the company’s growth ambitions.
Back to Basics
Any large and complex business can suffer from brand fragmentation, competing geographical needs and low returns on marketing investment, if not carefully managed. LINPAC had grown over 50 years through acquisition, as well as organic sales, and had a disjointed approach to branding across the geographies, a lack of messaging consistency and out of date imagery.
PHD crafted the new LINPAC logo as a starting point taking the company back to its historical ‘blue’ roots, and away from a 1980s red and grey styling. The new logo needed to work across multiple media including embossing, embroidery, print and online channels. Blue was used to create an impression of freshness, coolness, trust and loyalty – traits commonly associated with LINPAC and the fresh food packaging industry. Blue had also been the original brand colour back in the 1960s enabling employees to identify with the new approach.
A clear set of branding guidelines were developed for the entire organisation typography, colour palettes, sales brochures, workwear, signage, business cards, auto signatures, stationery… the list was endless but the end result was consistent, contemporary and cool.