Project Overview
CHEP is one of Australia’s quiet achievers. It does business today in 52 countries and is best known for its ubiquitous blue shipping pallets. In recent years CHEP has been scaling up by purchasing other reusable packaging companies that serve different industries to its own. We needed to find a smart way of folding these new businesses into the CHEP brand. To start thinking as one team, without losing each brand’s valuable frontline industry expertise. So we drew the many businesses together around a shared promise to customers – to help them to chase higher supply chain performance. Yet at the same time locked in the acquired industry expertise through CHEP branded industry solutions. The new identity system helps the greatly expanded CHEP family to look and act as one. A lengthy rebrand process is now well underway, to align the business and its multiple divisions to the new identity. To date the Aerospace, Automotive, Industrial and Pallecon divisions have implemented the new identity globally, with further divisions to follow
Project Commissioner
Project Creator
Team
Tui Horo - Account Director; Christina Stone - Senior Designer; Gabriel Mello - Senior Designer
Project Brief
Bring to life the idea of CHEP helping customers to lift the performance of their customers’ supply chains, by making their frontline operations leaner, greener and safer everyday. Ensure that all staff grasp the new high energy service promise. Restructure communications for all audiences (internal and external) to reinforce CHEPs performance-enhancing promise. And start to create the mindset shift required to deliver a truly focused service culture.
Project Need
CHEP is now fortunate to have deep materials handling know-how across many global industries. Yet fundamental change was needed to shift its culture from a multi brand, multi product and multi regional focus - to a single brand and single customer service standard globally. We drew many acquired businesses under the CHEP masterbrand, built a stable of specialist industry solutions and refocused communications on performance uplift, not product detail.
Design Challenge
Create a confident brand identity for a great global services company. One with flexibility to demonstrate specific frontline industry expertise, while building equity in the masterbrand. CHEP is also in 52 countries. The identity needed to be iconic but have flex to work in local markets and languages. It also needed to be a system where a variety of people – with various design capabilities – could pick up and implement the brand in a simple and consistent way.
Sustainability
Sustainability is both a key priority and a key area of expertise for CHEP and its parent company Brambles. Their core business is based on the concept of ‘pooling’ – recycling and reusing pallets and containers, built from sustainable sources. In keeping with this sustainability focus, a momentous project was undertaken to eliminate the business’ reliance on printed product information. Driven by the website manager within CHEP – a key part of the branding project was to create a global website, and within this – a system that generated electronic PDFs of product information on an as-needs basis by customers – in all different languages. This has driven substantial savings in costs and paper based production across the globe and dramatically reduced landfill. They were able to achieve this with the help of the streamlined communications approach.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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