Business-to-Business brand

Univisual helps the world leader in designing PET containers: the first company in the world that revolutionized the sector’s design approach, integrating design and engineering skills, renews the Brand Architecture and Corporate Identity.

PET Engineering – company with branches in Italy, Russia and China and clients like Pepsico, Nestlé Waters, Carlsberg, Heineken, Coca Cola, AbInbev, Ferrarelle – started an evolution process of its Corporate Identity in collaboration with Univisual, which will be gradually implemented in 2016.

PET Engineering is the international reference point in the design of packaging in “polyethylene terephthalate”, the most used plastic material for bottling beverages, increasingly implemented in the food, cleansing and cosmetic sectors.

Some packaging projects conceived and industrialized by Pet Engineering.

Among the main reasons that guided the rebranding project, there was the will to evoke values for which the company and its exclusive know-how are famous all over the world: PET Engineering was the first organization that integrated design with industrialization in its methodology, in order to develop innovative and feasible packaging.

«We decided to invest in rebranding because we believe that it’s time for  us to clarify our identity in a credible and effective way, exalting the distinctive features of our exclusive DNA: we are not only designers of bottles but actual innovators of packaging in PET, thanks to a consolidated approach that integrates strategic design, engineering and research », declares the CEO Moreno Barel.

«We relied on Univisual to develop this important project, a consultancy located in Milan, leader in brand strategy and in designing identity systems, in order to help us to make our positioning tangible and formulate a strategy able to structure the offer and also to translate our design vision into a brand, which is focused on people» continues Elisa Zanellato, Marketing Manager.

The previous brand mark and on the right, the new brand mark designed by Univisual.

The new logo, depicting a human head with a special crown made up of an ideal “neuronal network”, represents a scientific mind that intends to “chemically synthesize” the talent and creative approach of PET Engineering and also to evoke the importance of the individual, in terms of the internal work team and final user of every conceived and engineered packaging.

The human profile facing right, describes a thought that looks forward, projected towards the future, expressing a dynamic vision oriented to technological innovation.

Overall, the formal composition of the new logo has a strong emotional impact, communicating competence, strategy, specific creativity and focus on the result, requirements that PET Engineering – reference point for the sector worldwide in terms of product excellence, the peculiarity of its expertise and Italian design – offers to its customers to boost their brands' performances.