Brand refresh
ArmstrongB2B® partnered with Croxsons, a family owned glass packaging specialist with nearly one hundred and fifty years of heritage, to reinvigorate a brand built on long standing service, tradition and strong personal values. Seeking a marketing partner who understood both their industry and their ethos, Croxsons turned to us to help modernise their identity while preserving the character that had defined them for generations.
Our strategy centred on creating a brand that balanced history with contemporary style. We set out to capture the company’s heritage while presenting a fresh and confident image that would support future growth. This approach informed every stage of the creative process.
Following a detailed internal and external audit, we developed a new positioning line, A family of packaging. This reflected both the breadth of Croxsons’ product range and the family principles that guide the sixth generation leadership team. We introduced a new logo featuring the founding signature and date stamp, and rolled out a complete suite of materials including promotional films, brochures, calendars, e shots, a newspaper, wall infographics and a sophisticated new website. Most recently, we designed and launched an ecommerce platform for beer crowns, improving efficiency for the sales team.
The impact has been substantial. Over five years, sales doubled from sixteen million pounds to thirty two million pounds. In 2019, Croxsons received the prestigious Queens Award for Enterprise in recognition of exceptional international trade performance, having increased exports by two hundred and fifty per cent.
Challenge
Croxsons is a family-owned company that has been working with international food and beverage brands for nearly 150 years. With such longstanding success – built on customer service as much as heritage – they wanted help to reinvigorate their brand. Not just from a marketing partner experienced in this specific industry, but one who also shared in their ideals.
Strategy
To modernise and breathe new life into this renowned glass packaging company, we looked at creating a brand that emphasised both its history and ethos. Marrying traditional heritage with contemporary style is never an easy task, which is something we attempted to meet head-on.
Creative
Following an internal and external audit, we crafted a new positioning line – A family of packaging. This referenced both the vast range of packaging options available, as well as the fact that the managers are 6th generation Croxson, who believe in treating colleagues and customers like family too. Developing a logo with the founding Croxsons signature and date stamp, we then made everything from promotional videos, brochures, calendars and e-shots, to a newspaper, wall infographics and a sophisticated new website. Most recently, we also designed and launched an e-commerce site to sell beer crowns, increasing the efficiency of Croxsons’ sales teams.
Result
Over the five years we have worked with Croxsons, sales have grown 100%, from £16m in 2015 to £32m in 2019. In the same year, Croxsons was one of only 201 organisations awarded the prestigious ‘Queens Award for Enterprise’ in recognition of its excellence in international trade, having grown exports by 250%.
