Since starting in 2004 the brand, formerly Allpak Systems, experienced growth, significant expansion of their services and increased competition in their market. To align their brand to their current and future business strategy and establish them as market leaders, they required a brand repositioning and segmented marketing strategy.
To evolve the brand’s positioning from a transactional supplier to that of a value-added holistic provider a name change from Allpak to Azapak was recommended. The new brand name was built on the brand’s service standard of delivering everything packaging from A to Z.
As easy as that functions as the brand promise, a clever way to communicate the ease and simplicity of using Azapak. To further strengthen this positioning and create clarity of the brand’s value proposition, we introduced the technical descriptor Complete Packaging Solutions.
We also worked with the Azapak team to create an animation video that clearly articulates how all elements of the brand come together to provide customers an end to end solution that is continually optimised.
The Azapak advantage program was developed as a way to productise the brand’s value propositions and market it as a program their target customers can subscribe to. It also includes the Azapak guarantee to further strengthen the brand’s value as trusted and reliable.
As part of this strategy, the one call promise was crafted and productised as a guarantee for all customers of Azapak’s high value services.
Note: designs are the originally presented mockups.