VPK has announced that its corrugated packaging division will operate under the single brand name of VPK Packaging.
The new name replaces the Rigid, Ondulys and Peterson brands in the UK, Ireland, France and the Nordic countries.
VPK’s international growth has been strengthened by acquisitions including Peterson in Scandinavia, an increased shareholding in CorrBoard (the UK corrugated sheet manufacturer), tube producer Corenso and expansions in both western and eastern Europe.
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.”
The introduction of the new branding strategy comes with a new logo and visual identity, which VPK said was inspired by the firm’s environmental responsibility in sustaining the circular economy as well as four common company values: ownership, trust, care and beyond.
Wim Messiaen, COO of the corrugated packaging division, added, “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.”