Amcor has undertaken a product rebrand aimed at giving customers a clearer, more holistic view of its growing portfolio of 'more sustainable' packaging solutions, as well as provide greater visibility and transparency of the company’s product offerings.

From now on, all packaging options with more sustainable features are easily identified with the new Amcor EcoGuard brand. Similarly, the company says the new designs allow customers to easily identify the features, benefits and functionalities that best meet their product requirements and consumer needs.

For this initiative, Amcor partnered with external branding experts to bring to life and integrate the company’s unique promises in its product portfolio.

The rebranding exercise established a brand foundation that could easily showcase Amcor’s innovative and diverse portfolio of solutions, and that would grow and expand as new platforms and differentiated solutions are introduced to the market.

According to Amcor, the redesign of its product portfolio highlights three key differentiating benefits for customers – the most advanced solutions in more sustainable packaging; product functionality and differentiated solutions for high growth market segments such as healthcare, dairy and protein; and performance characteristics across a wide range of material options.

“Amcor is unique in its ability to provide customers with an unparalleled offering of packaging solutions on a global scale,” said Peter Konieczny, Amcor’s chief commercial officer. 

“Our customers require packaging that meets their needs in terms of functionality and performance, with a broad choice of high-performing material options and that delivers outstanding sustainability benefits. 

“Our rebranding design makes it easy for customers to find the best packaging solution to grow and strengthen their brand.”

The company said a clear example of the benefits of its new branding is indeed sustainability, with Amcor having brought to market hundreds of "more sustainable" solutions, with benefits ranging from the materials from which the product is made to what happens after its use. 

The initiative further complements Amcor’s recently announced investments in more innovative platforms, such as AmFiber and AmLite, as well as more sustainable and differentiated solutions in growing markets, such as healthcare, protein, pet food and coffee.

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