About VPK Packaging
VPK may not be well known to the general public, but their paper and cardboard packaging and displays are everywhere. A household name in the business world, VPK has grown from a family business into a multinational that is still in private hands.
One of the company’s spearheads is their rock-solid belief in the circular economy. Not only do they recycle their own paper, but they also generate their own renewable energy for that recycling process. Their focus on waste reduction and on being a human employer also fit into this picture.
VPK called on us for a rebranding to underline their values. To allow VPK to evolve into a strong and coherent contemporary brand that would nevertheless remain recognisable, we opted for a soft yet bold visual rebranding.
Next to simplifying the brand architecture, we made the layout system more flexible. Of the two main colours, blue and green, we removed the cold and rational blue while keeping the green, fitting in with the company's circular philosophy. The logo concept, which symbolizes the autonomy and complementarity of the sub-brands, was extended throughout the visual identity.
