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Category: Brand


Giving sustainability greater meaning for Mauser Packaging Solutions

The challenge

In 2018, four packaging industry leaders—BWAY, MAUSER Group, National Container Group (NCG) and Industrial Container Services (ICS)—joined together to create one company: Mauser Packaging Solutions. It became the first company of its kind to deliver products and services across the entire packaging lifecycle, sustainably, for customers around the globe.

With sustainable packaging design, manufacture, delivery, recollection, refurbishment and recycling, Mauser Packaging Solutions effectively solved the packaging challenge for customers—allowing them to completely close the packaging loop and realize true sustainability at scale. Our challenge was to help the company tell this one-of-a-kind sustainability story with the creation of a new Mauser Packaging Solutions brand, and then bring it to market.

Our Insight

Understanding that the company could truly own a valuable point of difference around sustainability, we soon realized there was more to the story beyond the positive environmental impact of their offering. For Mauser Packaging Solutions, sustainability extends from natural resources to supply chains to packaging performance. So, we created a brand that made this the cornerstone of its story—literally.

From the tagline we developed—Redefining Sustainability—to the company “Cornerstones” (a design element from the logo that we gave meaning to and carried throughout the design), to the imagery and language we used, to the identity and collateral materials we created, the Mauser Packaging Solutions brand speaks to the passion and innovation at work for the creation of a more sustainable future, on every level within the organization.

We began with internal brand engagement, where we worked to excite and unite team members and stakeholders across four companies and almost every continent, with brand positioning and messaging, and the creation of a launch video and onboarding packet. Next, we created a full identity suite, with business cards, envelopes, letterhead and email signatures for North America, South America, EMEA and APAC offices. Once all internal assets were in place, we turned our focus externally—creating a press release, print ad, infographic, sales flyers, PowerPoint template, Company Overview presentation and a trade show booth for PACKEXPO. Our work culminated in the integration of four completely separate websites (along with each company’s complex product portfolios and associated imagery, tables and more) under one dynamic, fully responsive, sustainability-focused roof.

The Results

With bright and optimistic imagery, clean and modern design, and customer-focused language that let the world know that the sustainable-packaging-solution provider they’d been waiting for was here, the new brand, website, trade show booth and collateral materials were well received by both internal and external audiences alike—creating excitement and buzz around the new company and the possibilities on the horizon.


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