Brand development company SGK has designed a unified packaging system for USG Boral, the JV between Australian building materials company Boral and USG Corporation.
under one consistent master brand.
The common goal in the rebrand design was to unify 14 categories across 12 markets and 13 businesses into one packaging system.
The packaging was designed from the ground up, based on the strategic idea of “smart pragmatism”.
The design enables easy navigation of product types through vivid colours and bold typography, according to SGK.
Anthem Worldwide, part of the brand development group of SGK, led the creative strategy through to production for over 1300 SKUs in sequenced phases using a cloud-based, graphic management system. This gave flexibility to respond to multiple markets, languages, cultural nuances and regulations.
SGK’s Client Solutions group came up with solutions for better design-to-print efficiency, serialisation, anti-counterfeiting and future packaging innovation.
The USG Boral rebrand is currently being rolled out in 12 markets including Australia, China and Korea.
