Tetra Pak revitalises its brand to strengthen its global identity

The brand revitalisation will help strengthen awareness of what the company does and what it stands for—bringing to life Tetra Pak's existing motto "PROTECTS WHAT'S GOOD." This motto can be found on over 100 billion Tetra Pak packages around the world.

In January Tetra Pak launched its new graphic identity, which puts the "PROTECTS WHAT'S GOOD" promise at the heart of the brand—with a bolder, fresher, more colourful look.

"Tetra Pak is a brand with a rich heritage and an exciting future," said Dennis Jönsson, CEO, Tetra Pak. "Our motto 'PROTECTS WHAT'S GOOD' extends far beyond protecting the contents in a package. We are protecting what is good in order to shape a better future for our customers, the company, our employees, our suppliers and the communities in which we operate."

For example, the company is constantly innovating new products and services to make food safe and available everywhere. Tetra Pak is also committed to sustainable forestry, recycling and a low carbon footprint within its value chain.

The new brand identity is designed to help differentiate the company and support its leading position in an increasingly competitive marketplace. Tetra Pak will roll out its new visual identity in phases during 2008.

The brand work was developed with Ogilvy Group UK, which conducted an extensive strategic review of the Tetra Pak brand identity on a global basis.