IP Display Brand Identity
Following International Paper’s acquisition of Weyerhaeuser’s packaging business, the IP Retail Display and Packaging group was in need of a brand image, positioning the newly combined business against competitors and in the minds of external and internal audiences. What position could IP Display claim that would resonate with customers, go beyond a list of capabilities and offerings, and accentuate the benefit of working with IP?
“Experience. Retail. Success.” A simple, easily remembered brandline that suggests the marketplace point of purchase (experience), the market (retail) and IP's market leadership (success.) Read as a list, it is the three things marketers seek most with their in-store displays. Read as a sentence, it is a three-word promise to customers stated with the confidence of a leader — or a command, a call to action.
To convey the ideas of experience, retail and success—and to appeal to the variety of markets served by IP Display—simple product silhouettes are formed into kaleidoscopes to create abstract design elements from these everyday objects. Sprinkled like “fairy dust,” the brightly colored product kaleidoscopes suggest the retail experiences created with IP’s displays and imply the resulting success IP’s customers achieve in the retail marketplace. Applied to sales and communications vehicles, the look distinguishes IP Display by being creative, being leaders rather than merely saying it.