B2B CASE STUDY: PackSpec

B2B CASE STUDY: PackSpec Packaging Company

How rebranding a regional packaging company positioned it as a high-value acquisition.

CHALLENGES

Founded in 1963, Packaging Specialties needed to improve its brand image in the B2B market. A family-owned, Michigan business, they invested in technology and engineering to provide custom packaging solutions, though their logo gave the impression of a company that was behind the times.

• The name was confusing. Within the region that the company was serving (Michigan, Ohio, and Illinois), there were four other companies named Packaging Specialties, Inc.
• The logo was outdated. It did not communicate the level of innovation or their extensive capabilities.
• The sales collateral was lacking. The company needed to transition it’s sales tools from the days of Yellow-Page advertising to the 21st century and the online world.

SOLUTION

Updating the Name
Identity Creative encouraged the leadership team to consider truncating the company name. This is no small thing: we only recommend renaming a business when it’s vital to a company’s brand.

We learned that employees referred to the company as “PackSpec” and even used the nickname with customers. We ran the name through web searches and trademark availability, and the team agreed it was the right solution.

Updating the Logo
The clean box symbol and bold red & black colors create a unique, distinctive, and dynamic new brand identity. Incorporating “Since 1963” builds on the brand’s credibility, and the slogan, “Reliability in every measure,” zeroes in on one of PackSpec’s key differentiators: consistent reliability

RESULTS

Engaging Sales Tools
A stunning corporate brochure with professional photography helped launch the rebrand and expand its customers’ awareness of its engineering and production capabilities.

Rebranding Launch
PackSpec launched its rebrand with an impressive announcement. The piece promoted PackSpec as a progressive company and informed its customers about its wide range of services. The news led to greater brand awareness and increased sales.

Within two years, PackSpec’s growth required more space, and they relocated their primary manufacturing and warehousing to expand capacity.