Adding a Layer of Amazing to Paper and Paperboard
You’re a newly acquired laminates and coatings company. And your new parent—a 76-year old paper company (Case Paper)—has its own distinctive branding. How do you find a name, a purpose, and a style that borrow from that brand, but fit you uniquely?
70% of CPG purchase decisions occur at the point of purchase. That moment of indecision puts a lot of pressure on product packaging. And for packaging producers and brand managers, it creates a need for new materials. Like laminates and coatings that can turn plain paperboard into extraordinary experiences.
This transformative power of laminates and coatings led us to embrace a brand name with room to grow: Case Makes. The new moniker uniquely sums up the company’s creative spirit, but also points to its creative output. As in, “Case Makes amazing solutions for packaging and point of purchase.”
Recognizing its potential, we distilled this line down to, “Case Makes Amazing”, a statement of purpose that sets a high bar high, both for the company’s solutions, and for promoting them.
Given its younger sibling status, expressing the brand purpose in a visual identity was a delicate balance of old and new. First up was a logo that married typography from the Case Paper logo with a new mark that capitalized on the word “makes”. Next, in a nod to the “on the case” characters we’d employed for Case Paper, we conceived a new cast of “amazing” animals. Half real, half imaginary, they give Case Makes a surprising new visual language—a language capable of referencing astounding new hybrids of paperboard, laminate and coatings.
And to help make “amazing” more accessible for all, we launched the new brand on a fully responsive website in the summer of 2020. Featuring the new brand illustrations, showcasing fresh product photography, a colorful palette and humorous voice (borrowed from Case Paper) it’s a standout in this otherwise staid industry. With more work to be done in the coming months, we can’t wait to see how it all unfolds.
- Logo & visual identity
- Positioning & tagline
- Website (design, copy, programming)
- Content marketing