Amcor’s big rebrand: Product transparency and lifecycle brought to forefront

09 Jun 2022 --- Amcor is unveiling a product rebrand designed to give customers a clearer, holistic view of the environmental sustainability specifications on its growing solutions portfolio. This marketing strategy provides customers with “greater visibility and transparency” for Amcor’s products, which have grown rapidly through innovation and strategic acquisitions.

David Clark, VP of sustainability at Amcor, tells PackagingInsights: “Amcor’s product rebrand makes it easier for customers to identify how products are made and what happens to them after consumer use, helping them choose more [environmentally] sustainable solutions.” 

“Thanks to our R&D, our leadership in [environmental] sustainability and our deep material science expertise, we can offer a wide range of more [environmentally] sustainable, plastics-based, aluminum-based and paper-based products. Our rebranding makes it easier to understand and select innovative products that best suit our customers’ needs.”

The redesign of Amcor’s product portfolio highlights three key differentiating benefits for customers: 

1. The most advanced solutions in more sustainable packaging.

2. Product functionality and differentiated solutions for high growth market segments such as healthcare, dairy and protein.

3. Performance characteristics across a wide range of material options.  

“Our solutions address how the product is made and what happens after the consumer uses it ,” says Clark.Public education in packaging 
Clark says Amcor was the “world’s first” packaging company to pledge all products to be recyclable, reusable or compostable by 2025. 

“Our solutions address how the product is made (e.g. using biomaterials or recycled content) as well as what happens after the consumer uses it (e.g. reusable or recyclable).”

“Our own sustainability standards haven’t changed – we are well on our way to ensuring all our products are recyclable, reusable or compostable, and we are increasing the amount of recycled materials used to make our packaging.”

“With this launch, we’ve developed a new way to organize, name and present Amcor’s differentiated product portfolio, making it easier for customers to meet the needs of consumers  as sustainability standards continue to evolve,” adds Clark.

The company says an example of the benefits of its new branding is environmental sustainability. Amcor has brought to market hundreds of more environmentally sustainable solutions, with benefits ranging from the materials from which the product is made to what happens after its use. 

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

Amcor partnered with outside branding experts to bring to life and integrate the company’s goals into its product portfolio.Brand expansion 
For this initiative, Amcor partnered with outside branding experts to bring to life and integrate the company’s goals into its product portfolio.

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

“Customers can easily tailor their products by selecting the appropriate Amcor value proposition brand and substrate brand, as well as incorporating our EcoGuard brand for a simplified, fully customizable experience.”

Clark highlights Amcor’s product rebrand was developed with customers in mind. “As the ‘global leader’ in responsible packaging, we wanted to provide a holistic and clear view of our product portfolio so customers could easily identify the best products for them across our more sustainable and differentiated solutions across multiple materials.”

“Our goal is to help customers grow by providing the packaging that meets their as well as their consumers’ from a design, functionality and customization perspective. The rebrand supports these efforts by allowing customers to choose the best packaging for them,” concludes Clark.

By Natalie Schwertheim