Rebrand

Summary

A leading UK & Ireland manufacturer needed to clarify and strengthen its beverage filling proposition, which was fragmented across multiple business units under the Quinn Glass name. ArmstrongB2B® conducted a global customer audit and identified an opportunity to unite glass manufacturing, filling, warehousing and logistics under a single brand – creating a unique, end‑to‑end supply chain offer. The new name, Encirc, reflected a 360‑degree approach to supporting customers from one source, while also positioning the business as the lowest‑carbon route to market. The rebrand transformed the group’s market perception and commercial value, leading to Encirc’s acquisition by Vidrala in 2015 for €408m and setting a new benchmark for integrated supply in the sector.

Encirc
Rebrand

Challenge

One of the UK & Ireland’s most prominent manufacturers had a confusing issue regarding its beverage filling offer. Originally called Quinn Glass, all divisions were part of the same group, but operated as separate companies. As well as filling glass with product, they could store and distribute it, yet the name didn’t accurately reflect their capabilities.

Strategy

To begin with, ArmstrongB2B® conducted a global audit of customers. We identified that by bringing the container glass manufacturing and filling divisions together under the same brand, along with warehousing and logistics, we could immediately encapsulate a unique business offering – as the only company to provide a complete supply chain service.

Creative

The ‘Encirc’ name stood out well, as it reflected the 360 strategy of ‘encircling’ customers with everything they need. From a single source, brands large and small could procure glass, beverage filling and logistics. This unique proposition also proved to be the lowest carbon route to market in the world.

Result

Having rebranded and reignited a manufacturing giant, Encirc was unsurprisingly acquired in 2015 by the Spanish company Vidrala for an impressive €408m. What’s more, retailers are now requesting the comprehensive 360 strategy set by ArmstrongB2B.

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Challenge

One of the UK & Ireland’s most prominent manufacturers had a confusing issue regarding its beverage filling offer. Originally called Quinn Glass, all divisions were part of the same group, but operated as separate companies. As well as filling glass with product, they could store and distribute it, yet the name didn’t accurately reflect their capabilities.

Strategy

To begin with, ArmstrongB2B® conducted a global audit of customers. We identified that by bringing the container glass manufacturing and filling divisions together under the same brand, along with warehousing and logistics, we could immediately encapsulate a unique business offering – as the only company to provide a complete supply chain service.

Creative

The ‘Encirc’ name stood out well, as it reflected the 360 strategy of ‘encircling’ customers with everything they need. From a single source, brands large and small could procure glass, beverage filling and logistics. This unique proposition also proved to be the lowest carbon route to market in the world.

Results

Having rebranded and reignited a manufacturing giant, Encirc was unsurprisingly acquired in 2015 by the Spanish company Vidrala for an impressive €408m. What’s more, retailers are now requesting the comprehensive 360 strategy set by ArmstrongB2B.

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