UK-based Robinson, who specialise in value added custom packaging – is starting the new year with a dynamic, refreshed, radical rebrand.
The modern, new look Robinson – formerly Robinson Packaging Innovation – is the result of investment into months of intense external and internal research into the evolving packaging market and the markets they serve, offering insights into customers, competitors, from employees, and the status of the company, while aligning with strategic direction. The heritage, values and personality of the brand have been brought to life in a confident, striking new look and strategic blueprint.
CEO Helene Roberts, (pictured above) says the rebrand is a stimulating development for the company. She says, “We are staying true to ourselves, reflecting on who we really are as a company today – we are and always have been proud of our heritage. We have been in the packaging business for more than 180 years but need a brand that remains relevant and supports our ambition, captivating to our customers and aligned with the future of the industry. We lead our business with purpose to go above and beyond to create a sustainable future for our people and our planet, and our revitalised identity reflects this.”
The new logo reflects the Robinson character and is complemented by a modern Stag icon, which was the old family crest of the Robinson family and based on the company’s original registered trademark for surgical dressings. It was used from Robinson’s inception in 1839 through to the 1930’s. Roberts says, “The stag is Robinson’s connection to its history and its people, with our modernised symbol representing the close-knit family business we still are today.”
The change in branding is reflected in both visual and verbal identity. Lubna Edwards, Sustainability and Marketing Director, is working with the entire team at Robinson to showcase the new branding internally and externally. She says, “We are building a committed culture by applying our core values and behaviours in everything we do – being honest, agile, empowered and engaged – that’s how we do business. We are trusted by our customers – it’s why they keep coming back and why we continue to attract more. We believe our new branding that comes from our DNA is not just a change of logo; it really reflects who we are and will be in the future.”
