Branding specialist Identica has created the new corporate identity for one of the world’s leading packaging companies, following the merger of Finnish group Huhtamaki Oyj and Royal Packaging Industries Van Leer from Holland in October 1999. The London consultancy designed Huhtamaki’s corporate identity in 1993.
Merged group Huhtamaki Van Leer is a specialist in both consumer and industrial packaging. It operates in 55 countries and has net sales of £1.7bn. The merger is expected to generate pre-tax synergies worth £92.9m between 2000-2002.
Identica head of strategy Tim Barson says key elements were taken from each company’s previous logos for the new one. “The brief was that the identity should reflect the marriage of two strong brands, which take a dominant role in the world market by joining forces,” he explains.
“Because both names stood for expertise and excellence in the packaging market it was decided not to give them up but to assemble them to one name instead in a specially-created typeface.”
The well-established Huhtamaki “sails” mark was joined by the strapline “Packaging Worldwide” which had been part of Van Leer’s identity. The blue derived from both existing identities has also been strengthened to express professionalism and authority.
Huhtamaki Van Leer group vice president investor relations and communications Markhu Pietinen says: “Identica has created a powerful new brand which will position the combined company as a world class speciality packaging provider.”