VPK introduces new brand for corrugated packaging
Packaging company VPK Group has announced a slight shift in brand identity for its corrugated division, as they all move to operate under a single unifying name: VPK Packaging.
The new name will replace the Rigid, Ondulys and Peterson brands in the UK, Ireland and France and the Nordic countries, respectively. A new logo and visual identity reflect the overarching vision of the future in which the company hope to move towards environmental responsibility and fostering local customer relationships.
The last seven years have seen the packaging firm expand its business interests significantly. Since 2013, they have acquired Peterson in Scandinavia (a joint endeavour with Klingele Paper and Packaging Group), increased shareholding in CorrBoard, a UK-based corrugated sheet manufacturer, tube producer Corenso and expansions into both Western and Eastern Europe.
The brand changes came into action on October 1, in which the three acquired corrugated companies will change their name to the single VPK identity. VPK hope this consolidation of brand identity will allow them to focus on an international consumer base.
CEO Pierre Macharis said: “Our aim is to take sustainable growth to the next level, both ecologically and economically. We will think and act globally, but without losing the connection with our local customers and their products. Bringing sustainable, fully recyclable packaging to the market within a circular economic model will remain our core business. Staying true to our unique DNA, but with a clearer focus on international growth.”
Wim Messiaen, COO of the Corrugated Packaging Division, said: “The central brand highlights our vision of sustainable business and growth, supported by international relationship management and a bigger emphasis on innovation in the network of our businesses. Our new brand enables employees and customers to identify more easily with the organisation and our values.
"With this new branding strategy, we as a company are signalling our aims, vision and values to a constantly changing world, and honing our products and services to meet the evolving needs of our customers. We want to offer more transparency by communicating from a single brand and letting our structures grow organically in line with the network of our customers.”
In addition to the corrugated packaging division, VPK's portfolio includes Corex for core and tube production, Smart Packaging Solutions for the production of solid board packaging and VPK Paper for the production of recycled paper.
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