James Cropper announces brand evolution – strengthening new structure through one identity and vision
Today, James Cropper, the global market leader in advanced materials and paper products, unveiled its new brand identity.
The company has undergone a complete brand refresh to mark the unification of James Cropper Speciality Paper, Colourform, and Technical Fibre Products under one company name of James Cropper. The new brand architecture will be represented as two market facing divisions of James Cropper Paper & Packaging and James Cropper Advanced Materials to support the group’s accelerated growth strategy.
Ahead of the 180th anniversary next year, the new branding celebrates James Cropper’s rich heritage as well as recognising its status as a groundbreaking innovator.
As experts in colour science, the modern and striking palette of greens have been carefully chosen to balance authenticity with the company’s forward-thinking brand values. The transformation brings to life the brand narrative through photography of its people, state-of-the-art technologies and high-end products underpinned by the new brand essence – ‘Making a Material Difference’.
Originally known for papermaking, James Cropper is the first choice for pioneering material solutions. Today, the group operates on the global stage with a new brand architecture that reflects its collaborations with the world’s biggest enterprises and well-known names in energy, aerospace, luxury retail and beyond – from recycled folding box board for Chloe fragrances to beautiful bespoke moulded fibre wraps for Bruichladdich whisky bottles, hydrogen fuel cell powered vehicles and even lightweight aircraft materials.
Steve Adams, CEO at James Cropper said, “The evolution of the brand identity is the latest milestone in our investment in the future of James Cropper. Building on nearly two centuries of innovation, productivity and efficiency, it’s imperative to recognise how markets have changed and assert our bold ambitions and strategy for growth.”
The rebranding follows a major transformation programme, including a streamlined portfolio, operational improvements and several strategic key hires.
During this time the leadership team has spearheaded a programme of operational modernisation, resulting in greater productivity in paper making with James Cropper on-target to achieve targeted annual cost savings of over £2m, alongside investment in a new CRM to better serve customers. The impact can be seen within the accelerated delivery of new projects, notably in wine and spirits, combining paper and packaging solutions for the luxury market.
Adams adds, “Our priority remains, as always, providing world class service to our valued customers. The rebrand offers an opportunity to clearly communicate our unrivalled product portfolio and technical capability. We also look forward to collaborating with new partners who share our curiosity and excitement for reinventing materials and pursuing sustainable solutions.”
The new branding will be rolled out this month, featuring an updated website with enhanced features and updated digital and printed materials across all platforms.
Source: James Cropper
