We went to work to create a world-class branding programme for Essel Propack. Relying on extensive research as the backbone for all future deliverables, we interviewed over 100 employees and 25 customers across geographies and functions to understand internal and external perceptions of the brand. Furthermore, we also studied 30+ competitors to understand their state-of-brand. The research findings informed the creation of a relevant and differentiated brand positioning idea articulated as “Extraordinary Packaging”. We followed this up with the creation of a compelling logo built on rigorous design strategy – comprised of five ‘petals’, coming together to form the letter ‘E’. Each petal is representative of a unique segment that the company caters to. The entire brand philosophy and all brand assets were captured in detailed brand guidelines, which were circulated globally.
Next we designed and built a comprehensive global website that works seamlessly on all devices, translated across 10 languages, to reflect the global and diverse nature of the company. We also conceived of and produced a corporate video to serve as an audio-visual narrative of the Essel Propack story. Post the rebrand we were entrusted with a primary role in the on-going communication of brand Essel Propack through the creation and management of its social presence across Facebook, LinkedIn, Twitter and YouTube.