US: SGK, a division of Matthews International Corporation, has created a global, unified packaging system for USG Boral. USG Boral hired SGK to brand its varied processes and brands packaging into one core and consistent master brand. The common goal was to unify 14 categories across 12 markets and 13 businesses into one cohesive efficient packaging system.
To prepare for the branding exercise, the USG Boral and SGK teams conducted audit sessions within the different markets and spoke to a range of stakeholders, architects, builders, contractors, distributors and end users. The aim was to create a unified portfolio architecture that allows for future 'premiumization,' whilst optimising brand recognition and product navigation. The new packaging design is intended to allow easy navigation of product types through vivid colours and bold typography. It also includes anti-counterfeiting measures.
"Our partnership with SGK has been a fascinating journey in designing a new, cohesive packaging system for our diverse portfolio across the Asia-Pacific and Middle East markets. The system manages to convey the union of USG Boral's premium positioning and best-in-class building products technology, manufacturing and distribution footprint. We are now becoming one USG Boral across 12 different markets and cultures throughout Asia, Australia and the Middle East," said Jeremy Verstraete, Marketing Director, USG Boral.