360 Strategy
From bottle to shelf, Encirc rewrote the rules of supply. By bringing glass manufacturing, beverage filling, warehousing and logistics together under one seamless model, Encirc offers something no other provider can: a truly end‑to‑end, low‑carbon route to market. ArmstrongB2B® helped translate this powerful 360° proposition into a clear, globally understood brand identity – one that makes complexity disappear, highlights sustainability as a competitive advantage, and invites brand owners to rethink how their products reach the shelf.
Challenge
Extending from Glass and Beverage Filling to Warehousing and Logisitcs, Encirc’s unique offering presents brands with an unrivalled portfolio of services and products. We felt that a brand identity was required that clearly communicated the entirety of the single sourcing offer, together with a brand message that amplified the multiple benefits it delivered for brands across the world.
Strategy
The strategy was clear. Attract more brand owners to utilise the entire Encirc offer and take advantage of an unrivalled portfolio of services from a single source. This ‘360º thinking’ was specifically aimed at those who are passionate about being sustainable. Encirc’s ability to manufacture the container, fill the bottle, store it under bond and prepare store ready pallets means that retailers and brand owners joining the ‘360’ journey can achieve the lowest carbon route to market in the industry.
Creative
We conceived a device that would capture the 360 offer and be easily understood around the globe. As with any challenger brand, the communication and education demanded sheer simplicity. Our 360 identity visualised each service in a circular device, depicting a complete supply chain solution. The assets used to communicate it included a two-minute photo-realistic animation showing the process of wine arriving by rail, to finished goods on the retailer’s shelves. We complemented this with a dedicated 360 website for brand owners to discover more, a sustainability report highlighting the thousands of tonnes of carbon saved, tailored presentations and books for major brands, and a selection of impactful on-site graphics.
Results
The Encirc 360 strategy gave brand owners a clear, compelling reason to rethink how they source, fill and distribute glass packaging. By simplifying a complex offer into a single, easy‑to‑understand proposition, Encirc strengthened its position as a sustainability‑led supply chain partner rather than a traditional manufacturer. The 360 platform has since been used to engage global brand owners, support commercial conversations, and clearly demonstrate the environmental and operational advantages of a fully integrated, low‑carbon route to market.