THE CLIENT
Corrugated Container Corporation (cccbox.com) was expanding a point-of-purchase packaging/design division beyond the brown box division, which began the company 50 years ago.
Corrugated Container Corporation (cccbox.com) was expanding a point-of-purchase packaging/design division beyond the brown box division, which began the company 50 years ago.
THE REQUEST
A few logos, a smattering of colors, no specific tone-of-voice; these were the elements of a mismatched, cobbled-together brand. CCCBox needed a new brand identity that would maintain it’s brown-box reputation, help existing brown-box clients become aware of their POP design capabilities, and give all clients and prospects a single unified brand experience.
THE WORK
A new tagline and a cleaned-up logo were the first steps. Then came a brand color palette, and a consistent look and voice that truly said “we make boxes and displays.” CCCBox was a bit of a good-ol’ boy company, with owners and sales reps who had an easy way of speaking with clients. So the copy tone–a little bit of humor thrown in–helped to reiterate that feeling. Printed materials–using both colorful Neenah papers and actual corrugated materials–helped reinforce the tactile product they made, so the sales force could use the brochure as a talking point.
BRAND STANDARDS: I do more than simply follow brand guidelines. I've made them. And so I know that branding guidelines can keep an identity from spiraling into oblivion. But I also recognize that guidelines are merely spring-boards to creativity. They don't "box" me in (pun-intended), but enable me to know where the box is. Thinking outside of it, while a cliché, is what I'm supposed to do as a conceptual copywriter and art director. Below is one page of such a brand guideline I built for Corrugated Container.
BROCHURE INTERIOR
Not always do brochures have to be a plethora of information. Sometimes they need to intice so consumers will hop onto a website, where the bulk of the information that changes is going to be housed. Below are sample interior pages of Corrugated's brochure: made to make people desire POP and boxes, and to help customers appreciate the company itself.
THE RESULT
In addition to increased awareness and sales on the POP side of the business, and a stabilizing of the brown-box customer base, the printed brochures and stationery for CCCBox also won a Neenah paper award and an Addy for design, and CCCBox raved over all the free press the awards provided.
In addition to increased awareness and sales on the POP side of the business, and a stabilizing of the brown-box customer base, the printed brochures and stationery for CCCBox also won a Neenah paper award and an Addy for design, and CCCBox raved over all the free press the awards provided.
ENDURING
Despite changes in management and web design, the original copy I wrote is still alive and well on the CCCBox website.
