Trioworld (f.k.a. Trioplast), headquartered in Sweden, is one of Europe’s leading premium players in innovative and cost-efficient packaging solutions based on polyethylene film. The company delivers high-performance, sustainable polyethylene materials for every packaging application combined with ultimate technical and support services. Trioworld is an industrial group with a little over 1,400 employees and a turnover of 550 million euros. The company operates production facilities in Sweden, Denmark, the Netherlands, and France and sells its products to a global market.
Challenge
In December 2019, the acquisition of Apeldoorn Flexible Packaging (AFP) by the Trioplast Group was completed. The overall purpose of the acquisition was to build a European leader in Load Stability Films and selective food packaging films. The challenge was to combine the two leading brands - Trioplast and AFP - into one and to reposition the Trioplast brand in the light of the ongoing focus on plastics and making plastics circular, in a business that is faced with enormous change requirements. VIM Group was asked to conduct a brand programme, to make sure the challenging rebranding process would go smoothly; on time and within budget.
Solution
VIM Group supported Trioplast with redefining its brand architecture and supported the rebranding project with full project management and coordination of all locations with all its brand touchpoints, including signage, wayfinding, office templates, marketing materials, and templates. A few examples of the cooperation between Trioplast and VIM Group:
VIM Group conducted interviews with key business leaders and key customers
They redefined core values based on Trioplast's strategy and ambition
They conducted systematic workshops and facilitated idea generation incorporating a broader team of Trioworld stakeholders
They facilitated the design development, iteratively building up Trioplast’s new identity based on its legacy but with a ‘dare to challenge mentality’
VIM Group provided strategic advice around the definition of a new brand positioning and corporate brand name: ‘Trioworld’, with a brand new tagline based on core values: ‘Re-thinking plastics’
They assured the quality of the development of the visual identity
They developed brand architecture guidelines
They conducted an impact assessment for the rebrand
They coordinated and provided advice on the rebranding of all brand touch points
Andreas Malmberg, CEO at Trioworld
Results
The rebranding of Trioplast and AFP into Trioworld went smoothly, on time, and within budget. With the new brand positioning, corporate brand name, and a strong, modern visual brand identity, the company demonstrates its ambition and purpose. Plastic is not the core of the problem, but an important solution for a healthier and safer world. The majority of the product portfolio is more closely aligned with the Trioworld brand to achieve efficiencies and position Trioworld as the global leader in sustainable, flexible packaging solutions.
Trioworld recently acquired Flexoplast, Reviva Plastics, and is still growing. Their ambition is to further minimize their environmental footprint. At this moment, Trioworld uses 24% recycled plastics in their products. Their ambition is to increase this percentage to 30% by 2025 and to 50% by 2030.
