Refresh for Robinson

Packaging Solutions

Robinson, a leading manufacturer specialising in value added custom packaging, is starting the new year with refreshed rebrand.

The new look Robinson – formerly Robinson Packaging Innovation – is the result of investment into months of intense external and internal research into the evolving packaging market. The heritage, values and personality of the brand have been brought to life in a striking new look and strategic blueprint.

CEO Dr Helene Roberts said, ‘We are staying true to ourselves, reflecting on who we really are as a company today – we are and always have been very proud of our heritage. We have been in the packaging business for more than 180 years, but need a brand that remains relevant and supports our ambition, captivating to our customers and aligned with the future of the industry. We lead our business with purpose to go above and beyond to create a sustainable future for our people and our planet, and our revitalised identity reflects this.’

The new logo has been handcrafted to reflect the Robinson character, which is defined as confident and straightforward. It is complemented by a Stag icon, which was the old family crest of the Robinson family and based on the company’s original registered trademark for surgical dressings. It was used from Robinson’s inception in 1839 through to the 1930s.

Lubna Edwards, sustainability and marketing director, is working with the entire team at Robinson to showcase the new branding internally and externally. She said, ‘We are building a committed culture by applying our core values and behaviours in everything we do – being honest, agile, empowered and engaged – that is how we do business. As an organisation we are genuine, open, and trusted in our knowledge and delivery. Our small business allows us to be nimble and to work flexibly and responsively to keep on track and maintain speed of execution, while being a provoker of change. We have comprehensive initiatives to help our people thrive while doing things better in our processes and operations. We are trusted by our customers – it is why they keep coming back and why we continue to attract more. We believe our new branding that comes from our DNA is not just a change of logo; it really reflects who we are and will be in the future.’

The Robinson roll out of the new branding will be followed with the announcement of a new website and sustainability pledge.