• Abbe showed its new brand livery for the first time at AUSPACK in Melbourne. Pictured here is sales and marketing director, Daniel O'Sullivan.
    Abbe showed its new brand livery for the first time at AUSPACK in Melbourne. Pictured here is sales and marketing director, Daniel O'Sullivan.
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Abbe is the new brand name for the family owned and operated businesses of Abbe Corrugated, Austcor, Zacpac and Abbe Industrial, which until now have traded as separate entities in the Australian market.

The group of packaging manufacturers presented the new brand livery at the recent AUSPACK expo for the first time, ahead of the official announcement at the end of May.

The newly united entity says the move will enable the businesses to provide customers with an even better experience through the unification of all the trading entities under a common brand name.

It says the brand unification will enable the Abbe Group of companies to structure its businesses nationally and offer its products and innovative solutions across Australia.

The group will be led by joint managing directors Anthony O’Sullivan and Trevor Barnes. The directors are of the firm belief that “consolidation of the national offering will make it easier to build on the wealth of shared knowledge and excellence across the group”.

Anthony O’Sullivan said, “We’re proud to provide the best packaging solutions for every type of enterprise, from established businesses to e-commerce start-ups. We’re proof that being proudly family-owned and operated is no barrier to innovation and a superior customer experience.

“Bringing our family of businesses together has given us the perfect opportunity to think about what kind of business we are and want to continue to become.”

O’Sullivan said customer service is at the core of the group, with collective values that have always driven a deep customer facing culture.

“These [values] are: Respect, Ownership, Teamwork and Excellence – they capture what makes us so special.”

The Abbe brand unification is accompanied by an overall brand refresh, which includes a new Abbe logo and tagline, ‘making packaging easy’ which the group says represents “a shared commitment to innovation, sustainability, and culture, as well as updated company values”.

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