48Forty Branding & Messaging

Branding a New, Old Company with a Genuine Personality

The recycled palette division of CHEP, a Brambles company, was being spun off as an independent company again. Over a decade ago, the company operated independently under the name Ifco, and nobody was interested in bringing that back.

We were tasked with renaming and branding this new company.

Choosing a Company Name That Means Something

Across the country, the company is made up of a gritty, down-to-earth people, and the customers are not that different. As we considered how to name the company, we envisioned team members telling friends and family where they work, trying to get into the mind of the employee. We knew that we didn’t want a corporate, contrived or consultant-sounding name. We wanted something genuine. Ultimately, we invited the executive team to our office for a naming workshop.

We explored different brand personalities and approaches to naming the new company.

This branding has received awards at:
IABC/ATLANTA’S Golden Flame
DAVEY Awards