Landaal Packaging

Brand identity, messaging, website, video, social media

Unpacking Possibilities

Unboxing a bold new identity, Landaal’s revitalized brand and visually captivating digital presence redefine what’s possible in packaging.

Opportunity

Landaal Packaging Systems, a third-generation packaging & display company based in Flint, MI was dealing with an outdated look and feel, sales inconsistencies, spanning messaging, approach, and follow-up. Navigating market dynamics—reaching retailers, educating buyers, and penetrating the west side of the state revealed a strategic challenge. The goal of being perceived as partners rather than mere vendors and the struggle for consistency in their business journey created a need for holistic growth.

Advocacy

CRIMSON undertook a comprehensive advocacy initiative. Recognizing the strategic competitive market and the challenges faced by the company, CRIMSON was commissioned to drive the company’s marketing efforts – but after conducting detailed research and surveys to understand the brand’s purpose, people, and needs, the work evolved into a brand modernization. We defined the brand archetype, developed the brand messaging and story, redesigned the logo, brandmark, and tagline, and finished with a new vibrant visual identity system. Not only did we upgrade the look, feel and message, we also restructured the entire way they present their business solutions. To highlight this transformation, all new product photography was done along with custom videos that visibly set the brand apart and are now featured in their interactive product showcase on the new custom-designed & developed website.

Transformation

The result is a modern, dynamic brand that represents the current generation of the multi-generational family business while paying homage to its legacy. The fresh new website is focused on SEO, user experience and is a true brand showcase, rivaling that of their National competitors. A complimenting social media strategy & revitalized presence across all platforms exemplify Landaal’s evolution and commitment to future generations. This brand evolution breathed new life into Landaal’s already successful business model while strengthening the brand for future growth.

The new Brand Identity was recognized with a Corporate Identity – Brand Identity, Silver 2023 award through the Academy of Interactive and Visual Arts (AIVA). Additionally, the Landaal website received the Features – Best Visual Appeal – Aesthetic, Silver 2024 award.