Winpak approached Sherpa to execute a full brand audit, visual identity redesign, and website redevelopment in order to better represent their vast product offerings and support their customer experience.

With twelve manufacturing facilities across North America, Winpak is a globally recognized manufacturer and distributer of high-quality packaging materials and machines. They asked Sherpa to create a new visual brand and website experience that allows customers and prospects to easily understand and find the right packaging product for their needs. Through stakeholder and client interviews, the Sherpa team worked with feedback to develop new brand guidelines, messaging, and design assets, and improve website user experience.

The goal of the visual identity and brand strategy was to inform Winpak clients and stakeholders that there was a fundamental pivot within the organization and that the new colours and taglines were just the tip of the iceberg, while creating a plan to implement the new assets with ease. This brand and the uniting tagline that Sherpa created needed to not only align with Winpak’s goals across all markets but be easily adopted by all departments and marketing teams across North America.

The goal of the website redevelopment was to allow customers and prospects to easily find the right packaging and its specs, while seamlessly flowing information to the correct point of contact across their North American facilities.


Brand Research

In order to develop a new brand identity for Winpak, we first conducted interviews with Winpak stakeholders and clients, including department heads, current customers, and former customers. Using this valuable feedback, we developed a number of core assets from which to build the new brand identity. These pieces included a brand statement, a new brand tagine (It’s Our Nature to Protect), brand values, the brand experience, and Winpak’s brand personality. These core elements comprised the foundation of Winpak’s “why” — why they do what they do, how they do it, and what they offer their customers. We also developed ideal testimonials from various points of view to help clarify and focus our approach to each element of the redesign of Winpak’s brand, including from the employee, client, competitor, and stockholder perspective.

It's our nature to protect
Brand guideline

Branded Content

From here, we developed a new visual identity across all of Winpak’s channels. Our team created a brand guideline and adherence matrix that allowed for flexibility for each Winpak marketing team across the globe to align their materials with the new look and feel. We developed corporate literature, business cards, letterhead, annual report templates, tradeshow assets, and a PPT template so that Winpak’s new identity was consistently present across the company.

In addition to industry-specific content, like sell sheets, we developed product-specific content in line with this new brand identity, including photography styles, product photos, and 3D renderings of products.

We also worked with Winpak to develop department-specific assets and programs, including their human resources and new-hire training program, Winpak & You, and their sustainability program, highlighting their commitment to incorporating sustainability initiatives and regularly evaluating their processes to find ways to improve their practices.


Website Redevelopment

In order to redevelop Winpak’s website to align with this new brand identity, we conducted a full audit of their current site. We created a strategy to redesign it in the style of an e-commerce website without actual transaction capabilities in order to give website visitors a familiar user experience and allow them to both easily explore Winpak’s products and markets, and easily contact the right Winpak representative at the moment of intent.

The website redevelopment was not only built according to accessibility standards, but with a multi-language design and development. Our customized content management system, Custodian, allowed for the ability to freely build site elements while at the same time offering a structure in place so that training is simple and sections can be locked down by the user. We also provided high-quality photography of Winpak’s products, facilities, and employees for the website.

Website pages

The Results

Sherpa’s development and execution of a new brand identity and website for Winpak provided them with a consistent brand worldwide that can be easily implemented across all of their departments and teams. The new tagline is now confidently used in critical communications and embraced internally as a rally cry across departments. The high-quality website rebuild lead to an increase of daily traffic via Google Search by a staggering 2000% compared to the previous year. It also resulted in even more efficient lead routing, with an average of 3.4 lead inquiries per day flowing through to the exact territory and product managers responsible for lead follow-up.

Our work in reimagining Winpak’s brand and executing the redesign of their identity, assets, and website have allowed them to better showcase their expertise, values, products, and personality in way that not only rings true to their organizational goals and aspirations but the quality experience they provide their customers.

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