From Paper to Purpose

A Sustainable Rebranding of Pasco Packaging

Introduction

Pasco Packaging is a Cape Town-based company that specializes in paper packaging. The company has been in business for over 25 years but was facing challenges in standing out from its competitors. The client needed a fresh new look from logo redesign to a full SEO strategy.

Objectives

The objectives of the rebranding process were to enhance the company’s brand recognition, without a shock factor, increase website traffic, and improve the user experience.

Research

Circle Media conducted research to understand the target audience and their preferences, as well as the competitors’ strategies. The research included surveys and website analytics.

Implementation

During the implementation stage, the design process began by creating a brand style guide to ensure consistency across all branding collateral. The next step involved redesigning the logo, stationery and website, which began with building a wireframe for the user interface and layout. A copywriter and designer were engaged in the process to develop the high-fidelity design that incorporated the new visual identity and brand values. Once that was approved, SEO was implemented.

Logo Redesign

For the logo redesign, Circle Media’s first priority was to listen to the client’s preferences. The client emphasized that they did not want a shocking or drastic change, but rather an upgrade of their existing logo. Circle Media’s designers took this input into account and developed a new logo that retained some of the original elements, such as the company’s name and absence of icons, but modernized the design with a more sleek and professional look. The result was a logo that stayed true to the company’s identity and legacy, while giving it a fresh and updated feel.

Old Logo

New Logo

Website Redesign

The website redesign started with a wireframe for the new layout and user interface. The wireframe was then translated into a high-fidelity design that incorporated the new visual identity and brand values. The website was designed to be mobile-responsive and optimized for search engines. A copywriter was engaged to write the website copy, with a focus on highlighting the company’s products and services, and its commitment to sustainability. Once the design was approved by the client, the implementation of the website began, including the development of on-page SEO strategies, such as optimizing content and meta tags for relevant keywords. The off-page SEO strategy involved building high-quality links, engaging with social media platforms, and submitting the website to relevant directories.

Redesigned Website

Stationery Redesign

The stationery design included the creation of business cards, letterheads, and envelopes that incorporated the new logo and brand colors. The stationery design was consistent with the new visual identity and brand values.

In Conclusion

The rebranding process was successful in achieving the objectives of enhancing brand recognition, increasing website traffic, and improving the user experience. The process was a collaborative effort between Circle Media and Pasco Packaging, and the new brand accurately reflected the company’s values and vision

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