Berry Plastics to Berry Global: A New Look

After being acquired by Berry Plastics in 2015, it became increasingly obvious that Berry Plastics was no longer the plastics container manufacturer that it once was. 

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Now that Specialty Materials from AVINTIV was part of the Berry portfolio, the dated Berry Plastics logo not only looked old, but no longer reflected the company behind it. 

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The first step was to remove "Plastics" from the name and bring the logo into the 21st century. Sounds pretty easy, right? 

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We had just completed the rollout of new signage/collateral/web/legal entities from AVINTIV to Berry Plastics. Our new signs were barely on the buildings! 

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We worked with our corporate Comms team in Evansville, Indiana and in-house design agency to build a new brand to reflect the company that we've become. We went through 3 months of work with logo design, rethinking our company values, behaviors, and messaging, and developed a base structure to present to the CEO. 

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After several iterations, our new logo was born and rolled out in the Spring of 2017. Now the fun part: Introduce it to the market!

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In a strategic series of PR, new collateral, tradeshow announcements,  CEO appearances, plant and corporate office rollouts, and media placement, we introduced the world to the new Berry Global and a new message: Always Advancing to Protect What's Important. 

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The process of changing over is an ever-evolving one. Samples, collateral, web, signage....so many items need to be updated. But we're developing a strategic plan to gradually phase out the old and bring in the new along with product launches and messaging. 

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Introducing the new Berry Global. 

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