Synchropack Branding
Synchropack
Synchropack is an international benchmark in the world of packaging, a specialist in the design and manufacture of automatic packaging solutions.
Until now, its activity was segmented into two business areas, each with its own brand and headquarters: Synchro Pack, a packaging machine manufacturer in Spain, and Synchro Feed, which manufactured feeding lines in Italy.
This brand architecture was based on a business strategy that focused on each production plant’s area of specialisation, but over the years, they realised that this kept them from leveraging possible business synergies between the two companies. There was a lack of communication, a close business relationship and optimisation of resources and investments.
Strategy
At Eliptic, we put a new spin on their one-dimensional, service-focused discourse in order to tackle an increasingly competitive sector head on. We gave the brand a story and an identity that would be flexible, forceful and sustainable over time.
We recaptured the Synchropack brand’s value and pointed the creative and visual direction towards transmitting its commitment to innovation and the development of tailor-made packaging solutions.
Harmony in communication
To achieve this, the entire visual language was revamped, simplifying and modernising the logo. We added two upturned semicircles to create the initial “S” in Synchropack, which represented the flow of production. As a graphic resource, it served to separate messages and compose pieces, as well as give aesthetic coherence to the company’s identity. This added dynamism, allowing it to be used for other applications, such as a drawer organiser and divider.
The art direction was adapted to the target audience: contrasting, suggestive images, to elevate the technology and innovation and highlight the equipment’s qualities; light and colour to target the end consumer by showing the benefits of the product.
The renewal of Synchropack’s brand identity was a global project in which we updated the different points of contact through which the brand expresses itself and interacts (analogue, digital and experiential), to offer a well-contained, coherent brand experience.