Yuzhuralkarton is one of the largest manufacturers of corrugated cardboard in Russia. The company wants to become an industry trendsetter to stand out among competitors, create a perception of a modern company and attract the attention of promising international partners.
Tasks of the Radar team: Develop a brand platform, Rename a parent company and all of its sub-brands, Create and design a visual identification system for all brands, Develop an ESG strategy.
Step 1. Brand Platform Development
The slogan “Saving for the future” was chosen as the main line for the brand platform.
It includes two important meanings:
1. The safety of the content without loss of presentation, without damage to the manufacturer, retailer and buyer.
2. Concern for the future, both of the enterprise and people – access to a healthy, safe environment and economic benefits.
These meanings laid the foundation for future rebranding and renaming.
Step 2. Naming process
Our team aimed for two crucial target meanings of the new brand name — it should have a “capacity” and have to be very modern. At the same time, it was important to maintain heritage and focus on current company’s activities.
So we turned “Yuzhuralkarton” into the “South Ural Box Factory”. The long phrase was packed in the acronym SYBOX, where U was replaced with a more technological and phonetically more pleasant, appropriate Y.
In a new word, the emphasis is on the “box” as a key product of the company.
All sub-brands share simplicity and a single recognizable “parent” brand, this is how SYBOX.Eco (recycling) and SYBOX.Dobro (charity) was created.
Step 3. Visuals: logotype, guide book, visual communication system, design
While creating the logotype we were inspired by the shape of the cardboard box, its edges and bends. A square dot remained in the logo, used for separating words in sub-brands and keeps attention with its boxy shape.
We use dark green color as a unifying color for the parent and sub-brands.
Step 4: Developing an ESG Strategy
Yuzhuralkarton is actively involved in ESS. Radar team combined all modern requirements into a common strategy, about all ESG initiatives of the company in an accessible and comprehensive way.
- Agency/Creative: Radar
- Article Title: South Ural Cardboard Plant (Yuzhuralkarton) and Radar. Industrial Renaming and Rebranding
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Челябинск
- Market Region: Global
- Project Deliverables: Brand Refinement
- Industry: Manufacturing
- Keywords: Rebranding, industry, design
Creative director: Максим Абушаев
Strategy director: Антон Грищенко
COO: Мария Лопатина
Art director & designer: Даниил Шумаков
Senior copywriter: Дарья Лукина
Senior new business manager: Владимир Огородов
Senior account manager: Ирина Артёмова