CABKA, a key player in the reusable transport packaging industry, faced a branding challenge after decades of mergers, acquisitions, and multinational growth. The company sought a unified brand that would resonate across teams, sites, and product families, reflecting a consistent narrative, verbal, and visual identity. Their rebranding aim was to be recognized as a pivotal logistics partner for large corporations, rather than being seen as a mere producer of one element in their client’s supply chain. Furthermore, CABKA wanted to enhance its value of smart design, material engineering, and recycling expertise. Lastly, they wanted to position their use of recycled materials not merely as a differential attribute, but as a competitive advantage that could reduce clients’ global carbon footprints.