Full-scale rebranding for Packhelp

Packhelp, a fast-growing Series B company with over 50 million packaging units sold, embarked on a transformative rebranding journey that I initially contributed to as the Head of Brand & Communications and later led through implementation as the Head of Marketing. Our goal was to reposition Packhelp from a "fun" custom packaging provider for solopreneurs to a comprehensive platform supporting enterprise-level clients. This shift required not only a revamped brand identity but also a strategic approach to stand out in a competitive market. To achieve this, we partnered with Two Times Elliott, a London-based design studio.

Our Goals

• Reposition Packhelp from a "fun" custom packaging provider for solopreneurs to a comprehensive platform capable of supporting enterprise-level clients.

• Develop a scalable design system accommodating Packhelp’s marketplace model, diverse verticals (from food packaging to premium retail), and different EU markets.

• Refresh main customer touchpoints, including the website, key email journeys, and physical sample packs.

About the process

We began by establishing a strategic foundation to ensure lasting brand impact. My role involved gathering insights from key stakeholders, employees, and customers to identify Packhelp’s unique market position. This process culminated in a series of collaborative workshop that united perspectives across the organization, clarifying Packhelp’s mission, vision, values, and brand promise.

After that, with Two Times Elliott, we developed a visual identity that was scalable, globally resonant, and adaptable to various industry verticals. Over several months, we refined and tested multiple design concepts to create a unique yet versatile visual language that aligned with Packhelp’s brand evolution. A visual language that was suitable for both digital and printing.

At the heart of the rebrand was the concept of “Possibility Unboxed,” which reframed Packhelp as a critical partner in global commerce. This shift highlighted our technological capabilities and the unique value we offer enterprise clients, inspiring a design language that captured Packhelp’s growth journey and client partnerships.

As we moved to implementation, I oversaw a comprehensive rollout across all customer touchpoints, from the website and marketing materials to customer communications. I also led internal education to ensure brand alignment across teams, conducting workshops to instill the refreshed values, positioning, and brand guidelines.