Matthews Australasia’s long-term distribution partner, Reynolds Group NZ, has unveiled a new brand identity at FoodTech PackTech in Auckland this week, a move the company says signals the next stage of its development in the New Zealand market.
The refreshed brand incorporates a new logo, website and corporate identity. According to Reynolds Group, the rebrand reflects its future focus and strengthened capabilities in coding and labelling technologies, as well as its ongoing alignment with Matthews Australasia following the formation of the companies' new trans-Tasman partnership.
A key element of the update is the inclusion of the Matthews chameleon in Reynolds’ branding. The chameleon, long used by Matthews as a symbol of adaptability and transformation, now also represents the strengthened trans-Tasman partnership between the two businesses.
James Booth, CEO of Reynolds Group NZ, said the rebrand marks “a confident step forward” while retaining the company’s local identity.
“While our look has evolved, our core promise remains unchanged – to deliver coding and labelling service and technology to New Zealand manufacturers,” Booth said. “Our new identity reflects both our proud local heritage and the enhanced capabilities we now offer through our partnership with Matthews Australasia. We’re still the Reynolds that our customers know and trust, just with even more power behind us.”
The company says Reynolds will remain a New Zealand-led business with local staff and expertise, while benefiting from expanded product offerings, 24/7 technical support and new digital capabilities through Matthews.
Visitors to FoodTech PackTech were introduced to Matthews’ next-generation iDSnet v5 package code and assurance platform, which was demonstrated in combination with Reynolds’ solutions. The system is designed to give production teams greater control and accuracy in coding and packaging compliance.
The brand launch also featured a Retailer Engagement Hub, developed with Primary Connect, Woolworths’ supply chain business. Reynolds said the initiative was created to facilitate discussions on 2D barcodes, labelling compliance and retail digitisation.
The company says the rebrand represents growth, resilience and a renewed commitment to being a partner of choice for New Zealand manufacturers.
