Shaping a new identity

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.

Client

Tjoapack

Deliverables

Brand workshops. Messaging & positioning. Brand strategy & identity. Graphic design. Brand guidelines. Print & digital collateral. User experience (UX). Wireframing & prototyping. Web development. Copywriting. Media relations. Thought leadership. Press releases. Search engine optimisation (SEO). Social media strategy & management. Event, conference & trade show support. Merchandise & promotional products.

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Challenge

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The company’s existing brand was outdated and didn’t accurately reflect its service offering or brand personality.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.

Shaping a new direction

Following our research into the organisation, its customers and uncovering its key differentiators, we began experimenting with concepts and sketches. Tjoapack’s unique innovative approach to pharmaceutical packaging and supply chain management became one of our key starting points for the brand direction.

Brand workshop

Brand discovery workshop

A brand discovery workshop with the Tjoapack team provided deeper insights into their key audiences and their path through the website. This informed the creative direction for the brand identity project as well as allowing us to create clear user journeys through the Tjoapack website in addition to a cohesive messaging, tone of voice style guide.

Brand assets | Imagery

Inspired by the way Tjoapack has shaped the pharmaceutical supply chain through its innovation, we began exploring simple forms that evolve into something more complex and complete. Packaging nets informed the illustration style with its clean technical lines and precise joins. We developed three unique forms for Tjoapack to represent its three key areas; supply chain management, packaging and technologies. This imagery was developed to be used across all brand touchpoints in a consistent and engaging way.

Brand assets | Hero images

We developed hero images to be the visual forefront of the Tjoapack brand. As Tjoapack employees are at the heart of its innovative approach we incorporated their portraits into the brand forms with the shapes developing around them creating an abstract frame.

Key brand messages

We created a brand strapline along with key messages to communicate Tjoapack’s shaping through innovation. These brand messages work cohesively alongside the Tjoapack brand identity to tell their story whilst highlight their key capabilities.

Brand assets | Iconography

We designed bespoke icons for each of Tjoapack’s key areas. The red Tjoapack circle, inspired by the logo, forms the basis of a consistent visual style for the icons with the illustration around it painting the picture.

Photography style

Tjoapack required a new bank of imagery to help tell the story of its innovation. The photography style we developed is black and white so it can be combined with the bold red geometric forms for a striking contrast.

Website

Tjoapack’s website was designed with the user journey at its heart. Extensive research was carried out to map out the steps needed to nurture customers through the decision making process. The site was optimised for mobile experiences, offering intuitive navigation and signposting throughout. Utilising subtle animation transitions alongside the geometric style of the Tjoapack brand, we were able to create a highly polished and contemporary-looking digital experience.

Brand guidelines

A comprehensive brand guideline document ensures anyone working with Tjoapack brand has all the information they need to treat the brand with care and portray a consistent message across all brand touchpoints.

Outcomes

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.

Close

Periodic table of skills

MdManaging Director
PrPublic relations
NrNews releases
CoContent
MgManager
PmProject mgmt
FiFinance
DgDigital
WdWeb dev
ViVideo
MaMarketing
SeSearch
ScSocial
CsClient services
BdBusiness dev
CrCreative
CdCreative direction
BrBranding
LiBrand literature
ExExhibition design