BACKGROUND
Haney Packaging Resource Center (HaneyPRC) is the first-of-its-kind
dedicated packaging development facility for flexible, carton, labels
as well as rigid containers. Their markets include Consumer Packaged
Goods Companies, Package Design Firms, Advertising Agencies, Printers
and Converters. They work in partnership with each market segment and
have become a critical "link" in the strategic and technical
development process. Current capabilities include upstream
prototyping that utilize a wide variety of digital and analog proofing
equipment, in combination with highly skilled craftsmen that
meticulously form and hand assemble the prototypes to technical
specifications. They produce from one to one thousand (or more)...fast! CHALLENGE HaneyPRC was growing...fast! It was time that the company's image reflected their growth, success and their new 100,000 sq. ft. facility. Working with premier clients in the Consumer Packaged Goods industry as well as the nation's largest design houses, it was imperative that the HaneyPRC image not only represent them as a peer with these companies, but also as a partner capable of fulfilling on the promise of expertise in packaging innovation. METAPHOR’S SOLUTION HaneyPRC and Metaphor Studio worked to develop the new brand
strategy for the company. The work has involved consulting services
including Brand Positioning, Brand Statement, Brand Research, Brand
Mantra, Naming, Tagline Development, Brand Identity Design and System
Development, Online Brand Renewal, Collateral Redesign, and Creative
Advertising Campaigns.
The Corporate Brand Renewal includes updating
existing materials, development of new materials, and focusing on the
Web site as the central tool for marketing and communications. The
campaign began with the new brandmark,
tagline, Web site, and ad campaigns.
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