Challenge
UPAC recognised a need to evaluate its presence within the market. Although a successful business with a proud history, they wanted to take their company to the next level, to differentiate and stand out in crowded workspace. It was important to establish a vision and values that resonated with all involved within the business but most importantly, reposition themselves in an industry that had become overly focused on price discounting, to the point where value in packaging had become diminished, not only within the industry, but in the eyes of the public.
Before...
Insight
Many of UPAC’s competitors positioned and marketed themselves based on price propositions, in essence treating their products as commodity items, throw away products without value. We argued that packaging goods are actually much more… here’s the thing, in packaging they hold real value, because the sole purpose of packaging is simply to deliver the goods intact to your intended recipient. People want to get goods from point A to point B without damage, and they want peace of mind whilst doing it. And thats got to be worth something!
This concept informed brand direction and development of a strong and resilient identity.
'Goods Intact'
The new brand strategy repositioned UPAC around the idea of ‘Goods Intact’.
This is the guiding principle that defines our brand and drives it's activities. Its what makes UPAC distinctive and is the starting point for all visual communications.
Positioning Statement
"Provider of expert advice with best value guaranteed"
It sums up the fact that UPAC handles whatever is required to make the move, store the product or transport the goods.
Personality
Bold and progressive with a focus on delivering value. A genuine ‘can do’ attitude delivered with loads of energy and vitality. Here to assist!
After...
Solution
Designing an engaging and relevant brand platform that promotes UPAC as a committed, open, smart, purposeful and authentic packaging supplier. To allow current and prospective clients to understand their outlook and approach in providing best value, backed by expert advice and best possible outcomes in quality and cost efficiency. To do this underlines the importance of building strong, ongoing and rewarding partnerships with their customers.
Box / Packed: the essence of what UPAC does, packaging products for all packaging needs.
Speech / Talk: simply relates to UPAC’s positioning - value and advice - open to discussion with customers in order to provide best service and solutions.
U + P: (UPAC): signals direction / ascend / increase / growth... situated above - at the apex / at the summit / at the top.
Everything you need to pack it safely and securely. That’s the brand promise of UPAC, a company that doesn’t see its products as commodity items. In packaging they hold real value, because the sole purpose of packaging is simply to get a product delivered from point A to point B, intact.
"It is a pleasure doing business with Watershed Creative.
We have been very satisfied with the whole branding process and the results it has brought by being vibrant, fresh and having good relevance to our industry. I would be confident to say it has lifted our ranking in the market we deal in and massively improved our teams knitting together by being uniform and professional.
The graphical expertise provided by yourself is second to none, 100% satisfaction, and the follow up and initiative to pursue the success of our business is very much appreciated.
I would recommend your skills and service to anyone wanting to re-brand".
Gavin Wilson - Director - UPAC