Macfarlane Packaging
Packaging manufacturer and distributor
Brand. Website. Photography. Movies. CGI. Social media. Masterplans. Print. Point of Sale. Signage.
Reach produced a memorable corporate identity for Macfarlane featuring a coloured box motif
Packing a punch
Serving over 20,000 businesses nationwide, Macfarlane Packaging is the largest distributor of protective packaging products in the UK.
As well as sourcing products globally, Macfarlane also design and manufacture their own bespoke, specialist lines. Their customer base ranges from aerospace manufacturers to health and beauty retailers.
Think outside the box
Macfarlane Packaging asked us to update their visual identity, to be launched through on and off-line channels, including industry trade shows and truck livery.
The brief was simple: make it fresher, brighter, and increase the visual impact. So, we did! Escaping the oceans of corporate blue, we delivered an eye-catching identity that stands out in their marketplace.
The Macfarlane website was developed to be reactive, scaling across different screen sizes
The brand position
As a part of the exercise, Macfarlane Packaging also needed a new messaging platform. They wanted to position themselves as industry leaders in reducing the environmental impact of packaging, especially plastics. In essense, they needed to convey that the most sustainable choices could also be cost-effective – a “save-save” proposition.
Brainstorming workshops with the client helped us to unpack everything about Macfarlane’s service offer, their products and purpose. As a result of these sessions, were were able to formulate a potent three-word proposition, “Packaging that Protects”.
Reach provides creative marketing support to Macfarlane, including campaigns
Our support extends across all media including social
A detail from the Macfarlane catalogue which Reach produces annually
The product catalogue features detailed listings about Macfarlane's entire range
Working B2B, Macfarlane's marketing makes extensive use of LinkedIn
The campaigns
Visual identity and overarching concept in place, we were now ready to launch a series of integrated multi-channel campaigns.
Based on the themes of ‘Cost Savings and Efficiency’, ‘Products’ and ‘The Environment’, the campaigns are ongoing online and in print.
The campaigns have boosted traffic website to the Macfarlane Packaging by more than 30%, driving up lead generation and e-commerce sales.
Simplicit-e
Simplicit-e is Macfarlane Packaging’s easy, efficient e-trading platform. This video clearly explains its benefits.
Reach created a striking exhibition stand for Macfarlane to use at expos throughout the year
Optimiser
The Packaging Optimiser is good for business and good for the environment. It was important for the video to explain the environmental benefits without losing sight of the importance of cost savings.