Tjoapack is a contract packaging organisation (CPO) based in the Netherlands. The company was set up in 1989 by founder, Eric Tjoa, who recognised the role of packaging in securing the supply chain for both pharmaceutical companies and patients.
Tjoapack had traditionally been seen as a small, family-run business primarily servicing companies in and around the Netherlands. Over the last 29 years, Tjoapack had outgrown this business model with the company now operating in 42 markets across all seven continents. The team was keen to communicate its growth and put itself in the running for companies searching for global CPOs.
ramarketing was tasked with helping to reposition Tjoapack as a leading CPO operating across the global pharmaceutical industry and communicate its commitment to improving the supply chain through continuous innovation.
The company’s existing brand was outdated and didn’t accurately reflect its service offering or brand personality. So, the ramarketing team set about developing a brand-new identity and website to reflect Tjoapack’s forward thinking approach to the pharmaceutical packaging and supply chain management, as well as creating an integrated PR & marketing strategy that would help to differentiate the CPO in the competitive pharmaceutical market.
Working collaboratively with the Tjoapack team, ramarketing unearthed the CPOs key differentiators, customer challenges and its unique personality in a brand workshop at Tjoapack’s HQ in the Netherlands.
Through the brand workshop, a set of key brand messages were developed to accurately showcase Tjoapack’s service offering and reflect its brand personality. Through this process a key theme of innovation emerged. Tjoapack have a rich history of investing in and developing new solutions that will shape the future of the pharmaceutical supply chain and it was this idea that formed the foundations for the visual and lingual style of the new brand. The final outcome is a fresh look and feel for Tjoapack that has been rolled out across brand touchpoints, including the website, company brochure, leaflets and pop-up banners, to create a consistent brand presence.
Teamed with strategic PR and marketing activities the rebrand has heightened brand awareness and helped to communicate the right messages. The multi-stranded campaign that incorporated elements of PR and thought-leadership, marketing, social media management, events management, design, SEO and digital work has ultimately helped to improved conversion rates on the Tjoapack website and give the company a recognizable presence in the pharmaceutical market.