case study

Velocity
Branding technology

The Goal:

To create an engaging, memorable and sustainable brand for high-speed continuous motion packaging machinery.

The Tactic:

Capture the essence of the new Velocity moniker, from client Leonhard Packaging Solutions (LPS), in a logo execution that communicates the machinery's features and benefits quickly and effectively to decision makers in the packaging industry.

The Rationale:

Speed and agility are key considerations for packaging industry decision makers. So these characteristics were applied to a logo that communicates solid, strong machinery that is bold in its concept of continuous motion, and efficient in its performance applications.

The Results:

Previewed at PackEXPO 2006, a leading trade show for the packaging industry, the Velocity by LPS achieved significant interest from current customers and prospects alike. Official national launch of product is slated for mid-2007.

The Biggest News:

With many of its competitors not yet having continuous-motion technology, LPS can leverage its experience, research and development, and engineering expertise through the Velocity concept and the brand that so well reflects the unique LPS industry positioning of offering "Total Packaging Solutions—From tote to pallet."