Global Packaging
Redefining Global Packaging: A Fresh Identity and Digital Platform for Growth
The Objective
Global Packaging needed to strengthen its position as a market leader in the highly competitive packaging distribution sector, where overseas entrants were rapidly increasing pressure. The challenge was to differentiate Global Packaging as a standalone, future-ready brand with potential resale value, while also creating a website that could be easily updated and maintained in-house by the sales team.
The Solution
Dovetail began with a full audit of competitors in the packaging industry, particularly those using the name “Global.” Despite the crowded landscape, the decision was made to retain the name due to its 30+ years of market history.
To break away from predictable globe and blue-themed logos, we designed a bold typographic identity that emphasised the letter “O” as a dynamic, hand-drawn world graphic. This simple yet versatile element could be animated to highlight key brand narratives such as “Sourced Global, Delivered Local” and extend across campaigns.
The brand palette shifted to a distinctive green, symbolising sustainability and delivering clear visual differentiation from competitors. Alongside this, a new website was designed with intuitive navigation and user-friendly content management, empowering the in-house sales team to maintain it with ease.
The Result
The refreshed identity and digital platform positioned Global Packaging as a distinctive leader in the Australian market, helping the company face rising competition with confidence. The new branding resonates with customers, underpins long-term sustainable values, and builds equity for the future. Dovetail continues to support Global Packaging with ongoing marketing and digital growth strategies as new markets emerge.
“The Dovetail team really understood our challenges and helped us carve out a brand identity that feels revitalised, professional, and true to who we are. The new look and website not only stand out in a crowded market but are also easy for our team to manage day-to-day. It’s given us the confidence to take on bigger opportunities, and we’re already seeing the positive impact with customers.”
- Dale Morgan, Managing Director, Global Packaging
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.