Leading the way in metal packaging
How we refreshed a 130 year old brand
The Brief
With a long history of being well-known as a manufacturer of metal packaging products, Roberts found it was missing out on opportunities in the consumer marketplace and needed to reposition itself. Many of its products are produced for toiletries and grooming products so it made sense to align itself with this market. The old brand was tired and outdated and failed to tell a story of product design expertise and innovation.
The Strategy
We designed a new brand identity to reflect Roberts’ new position. The logo, a stylised R, was design to encapsulate the twisting motion of a metal screw cap for which they were already well known. Along with a new branding system we further developed a website, marketing literature and exhibition materials. Within a year of launching the new brand, Roberts had moved to the No. 1 spot as the UK’s leading metal packaging manufacturer.
