VIP is a highly successful packaging innovations business and part of the $1 billion Pact Group. With a reputation for design, innovation and sustainability, VIP needed a dynamic logo and visual language to match its thriving business.
Our brief was to bring to life the positioning, ‘shaping tomorrow’ and make VIP stand out by breaking category conventions.
Standing apart from others and leading the industry means doing and looking at things differently. To this end, we created a dynamic family of logos featuring a robust wordmark and a series of vibrant, interchangeable and visually arresting photographic icons. Each of the icons reflected one of VIP’s key values or personality traits. It is intended for the eight logos to be used interchangeably across communications.
A specific design challenge was creating the ‘wow factor’ and dynamic shape required for the ‘dynamism’ splash image. It was photographed in the studio by throwing blue paint through the air, high-speed cameras and lots of plastic sheeting. The final image was composed from five individual shots. A great result and labour of love.
The new identity system was applied to business stationery, marketing collateral, digital communications, signage and vehicle livery.
On the strength of our work with VIP, we were asked to refreshed three additional brands in the Pact Group portfolio that helped take the company to a successful IPO.