TricorBraun, the largest distributor of rigid packaging in North America with $1 billion in annual sales and a 110-year history, was facing growing competition in the industry. To help them retain their market share, they asked us to develop a brand refresh.
THE BIRTH OF A NEW BRAND.
Over the better part of a year and working closely with the client, we initiated an exhaustive research program, conducted focus groups, produced scores of look-and-feel explorations, and — element by element — a brand strategy and a new set of graphic standards began to take shape.
THE POWER OF INTEGRATION.
Along with the refinements made to their ID system, everything from how they answered the phone, to the signage in their offices, to their digital presence was thoroughly evaluated, updated and integrated across the organization. The rebranding has been a great success and Brand33 was their agency of record for 8 years.
TRICORBRAUN UNIVERSITY.
Along with an updated website, we helped them create an educational resource for their sales reps. TricorBraun University is a comprehensive hub of industry information that includes a wide array of materials, including a video library, packaging checklists, white papers, consumer insights and more.
WE MAKE AN APP FOR THAT.
Each year, TricorBraun holds a large corporate sales meeting at a resort in a major U.S. city. To help attendees navigate such a comprehensive event, we customize an app for their smartphones or tablets that provides an events calendar, maps, contact list, local points of interests, and much more.
DIGITAL INTEGRATION.
TricorBraun grows their business primarily through innovation, but also through competitor acquisitions. For two of these new divisions, TricorBraun Winepak and Packaging Options Direct, an E-commerce business, we created websites that are distinct from the parent company site, while maintaining a corporate umbrella look and feel.
OPENING CEREMONY.
In addition to the sales event app, each year we created and produced a kick-off video designed to generate excitement and hint at the presentations to come.