O.Berk Company: How can we help?

THE SITUATION:

A leading, century-old packaging solutions provider, the O.Berk Company had grown considerably through a series of expansions and acquisitions. Over time, the confluence of these diverse corporate cultures, operational structures and multiple visual identities led to the need for a more concise brand identity in the minds of customers and prospects alike. In addition, the company faced challenges in the marketplace from major competitors seeking to increase market share under challenging economic conditions.

SOLUTION: Discovery

To create enhanced awareness and meaning in the minds of O.Berk’s customers and prospects, Delia Associates evolved the O.Berk brand from a perception as a solutions provider to that of a true and committed packaging partner. We initiated a complete brand renovation to unify and empower the many corporate entities in the O.Berk family of companies. Utilizing our Brand Leadership Solution™ process, we undertook a complete brand analysis and evaluation, along with a complete inventory of all graphic assets and a review of offline and online media activities.

We reacted to marketplace competition by identifying and analyzing competing companies and determining a “fruitful competitive space” for the O.Berk brand to exist in the marketplace.

SOLUTION: Development

Every facet of communications, both written and visual, underwent a complete metamorphosis. A new corporate color palette was selected, along with the creation of a new logo and brand mark, to further define the new positioning of the company, its packaging groups, retail division and affiliated companies. All of this was catalogued in a brand standards guide, produced in both print and digital forms.

New websites were created for O.Berk, AQL Decorating and the retail BottleStore division. Collateral, business–to–business print advertising and trade show graphics were developed. Additional online activities included development of Web banners, industry specific eNewsletters and blogs. Sales messaging was crafted along with the development of OptiMatch™, a Method Map incorporating the exclusive, six–step O.Berk package selection system.

THE RESULTS:

O.Berk has received a powerful new identity to compete at the highest levels in the marketplace.

The customer experience is greatly enhanced at all brand touch points.

The unification of all graphic assets enables the entire company to be recognized and understood as an industry leader by customers and prospects.

Internally, the workforce now has the ability to speak with one corporate voice and to serve customers from one set of values. Communications decisions have been simplified and operations have been made more efficient and effective.

The ability of the company workforce to provide services and solutions, in a coordinated and well–orchestrated manner, is creating a powerful industry presence that is gaining traction among prospects.