The Hindu Business Line : Tetra Pak to undergo brand makeover in 2008

NEW DELHI: Food processing and packaging solutions provider Tetra Pak said on Tuesday it is undertaking a brand make-over with plans to roll out a new visual identity as part of strengthening its global identity.

The company, which launched its new graphic identity with tag line "Protects What's Good" in January, would roll out its new visual identity in phases during 2008, the company said in a statement. Tetra Pak CEO Mr Dennis Jonsson said the company's motto is extended far beyond protecting the contents in a package.

"We are protecting what is good in order to shape a better future for our customers, the company, our employees, our suppliers and the communities in which we operate," he added. The brand revitalisation would help strengthen awareness of what the compan y does and what it stands for - bringing to life Tetra Pak's existing motto "Protects What's Good". This motto can be found on over 100 billion Tetra Pak packages around the world, the company said.

The new brand identity was designed to help differentiate the company and support its leading position in an increasingly competitive marketplace and the company would roll out the new visual identity in phases during 2008, it added. The brand work was developed with the UK-based Ogilvy Group, which conducted an extensive strategic review of the Tetra Pak brand identity on a global basis.

Tetra Pak is the world's leading food processing and packaging solutions company with over 20,000 employees and operations in more than 150 countries. - PTI

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