The name was chosen to capture what each of Filtrona’s businesses, including Essentra Packaging, manufactures and supplies such as easy opening designs, tapes, labels, cartons and foils.
The changeover at the weekend included replacing signage and branded workwear for over 1,500 workers at 21 offices worldwide.
One year of planning
Alison Evans, divisional MD, Essentra Packaging, said the rebranding took over a year of planning, research and testing and will create a ‘forward-looking, dynamic corporate identity’.
“Becoming Essentra creates a more unified culture, giving our customers greater access to the group’s collective capabilities and as Essentra Packaging we are now well placed to consolidate and further grow our market,” she added.
The rebranding comes on the back of research the company did into attitudes to packaging.
Packaging Resolved was launched at the start of the year with 85% of consumers saying they had experienced some frustration with packs.
Of those, 49% cited food packaging as the cause of this frustration. A theme that continued throughout the study was frustration with opening packages with “difficult to open, tear or rip” designs.
Essentra Packaging said it was now going to four key areas - opening, closing, informing and protecting.
Payne has also extended its promotional banner tapes with a resealable version in response to trends in the food industry.
Martin Dallas, MD, Payne said resealable packs are growing in popularity, particularly multi-serve packs which are better value. They also minimize food waste from spillage.
“Our printed banner tapes combine the convenience of resealability with eye-catching short or long-term promotions within their pack designs,” he added.