Context

Canpack is one of Europe’s largest manufacturers of aluminium and steel packaging, serving global beverage and food brands. As the company expanded its footprint into new markets, the existing visual identity — developed over a decade earlier — no longer reflected the scale or ambition of the business.

The project involved developing a new brand identity and a comprehensive design system covering digital touchpoints, corporate communications, and environmental applications across manufacturing sites in seven countries.

Problem

The existing brand communicated manufacturing competence but lacked the warmth and partnership signal that major FMCG clients look for in a long-term supplier relationship. Sales teams reported that the brand was a liability in enterprise pitches against competitors with stronger visual presence.

Internally, the absence of a shared design system meant marketing materials varied significantly by region, diluting brand consistency at exactly the moments when consistency mattered most.

Research

Stakeholder interviews across sales, marketing, and executive teams revealed a consistent aspiration: to be seen as a creative and strategic partner, not just a manufacturer. Competitive analysis across European packaging companies identified a clear white space — precision and craft signalled simultaneously.

Solution

A refined identity system built on a typographic foundation and a tightly controlled colour palette. A modular design system covering 120+ components across digital, print, and environmental applications, documented and distributed through a centralised Figma library accessible to regional teams. Brand guidelines structured for ease of use by non-designers.