Robinson – the leading manufacturer specialising in value-added custom packaging – is starting the new year with a dynamic, refreshed, radical rebrand.
The modern, new look Robinson – formerly Robinson Packaging Innovation – is the result of investment into months of intense external and internal research into the evolving packaging market and the markets we serve, offering unique insights into customers, competitors, from employees, and the status of the company, while aligning with our strategic direction. The heritage, values and personality of the brand have been brought to life in a confident, striking new look and strategic blueprint.
The research demonstrated that Robinson’s identity is refreshingly real and honest; always agile, working flexibly and responsively with its customers as a trusted partner, completely committed to its customers’ success.
CEO Dr Helene Roberts says the rebrand is a stimulating development for the company. She says: “We are staying true to ourselves, reflecting on who we really are as a company today – we are and always have been very proud of our heritage. We have been in the packaging business for more than 180 years but need a brand that remains relevant and supports our ambition, captivating to our customers and aligned with the future of the industry. We lead our business with a purpose to go above and beyond to create a sustainable future for our people and our planet, and our revitalised identity reflects this.”
The new logo has been handcrafted to reflect the Robinson character, which is defined as confident and straightforward. It is complemented by a modern Stag icon, which was the old family crest of the Robinson family and based on the company’s original registered trademark for surgical dressings. It was used from Robinson’s inception in 1839 through to the 1930s. Dr Roberts says: “The stag is Robinson’s connection to its history and its people, with our modernised symbol representing the close-knit family business we still are today”.
The company’s new sign-off says simply ‘Together since 1839’ and is designed to represent the proud, unique heritage of a dependable partner with a collective spirit that goes above and beyond to get the job done and which is truly working towards a more sustainable future.
The colours replicate Robinson’s personality and help differentiate them, with teal being their new core brand colour, which is open, calm, and natural. The brand’s supporting palette of red, yellow, grey, black and white complement the core teal colour and bring depth and optimism to the broader brand world.
The change in branding is reflected in both visual and verbal identity. Lubna Edwards, Sustainability and Marketing Director, is working with the entire team at Robinson to showcase the new branding internally and externally. She says: “We are building a committed culture by applying our core values and behaviours in everything we do – being honest, agile, empowered and engaged – that’s how we do business.
As an organisation, we are genuine, open, and trusted in our knowledge and delivery. Our small business allows us to be nimble and to work flexibly and responsively to keep on track and maintain a speed of execution while being a provoker of change. We have comprehensive initiatives to help our people thrive while doing things better in our processes and operations. We are trusted by our customers – it’s why they keep coming back and why we continue to attract more. We believe our new branding that comes from our DNA is not just a change of logo; it really reflects who we are and will be in the future.”
The Robinson roll out of the new branding will be followed with the announcement of a new website and sustainability pledge.
Robinson joins ground-breaking NEXTLOOPP project to close loop on food-grade PP from post-consumer packaging
Robinson – the manufacturer specialising in value-added custom packaging – has joined forces with NEXTLOOPP to deliver for the first time a supply chain model to close the loop on food-grade recycled polypropylene (rPP)
Robinson Supplies the Right Bottle to Lead in Disinfectant
Fabulosa Ltd is a family-run business based in Crewe, Cheshire. It manufactures multi-surface, ready-to-use disinfectants under the ‘My Fabulosa’ brand. It chose to partner with Robinson as it needed a reliable supplier that could provide a custom-moulded PET bottle from tooling that is dedicated to supplying only their filling lines.
Robinson Packaging Designs Bespoke Luxury Rigid Boxes
Robinson Packaging develops and manufactures bespoke luxury rigid boxes. Your product is packaged securely and decorated to your brand’s distinct style. With expertise across many major markets, including confectionery and food, toiletries, cosmetics and multimedia, Robinson creates top quality boxes that catch the eye.
Robinson acquires Danish business Schela Plast
Robinson – the manufacturer specialising in value-added custom packaging – has acquired the Danish company Schela Plast. This major investment is part of the company’s dynamic development strategy allowing Robinson to continue to build on its bespoke, customised model and align with its multi-national customers on the back of three years of successful growth.
Robinson at Webpackaging LIVE Virtual Exhibition 2020
Robinson is excited to be one of just 20 companies participating in Webpackaging LIVE, the world’s first virtual packaging exhibition. The innovative 3D stand will allow visitors to look at a range of products on virtual shelves, including both Robinson's plastic and premium paperboard packaging, and the virtual exhibition stand really lets people see what Robinson has to offer.
500ml HDPE Bottle – Available Now
Robinson UK is delighted to announce that from the start of May we will be adding a 'Boston Round' 500ml HDPE bottle to our standards portfolio. The bottle is suitable for hand sanitiser with a wide range of caps, pumps and dispensers, including our own flip-top closures and simple refill cap.
Helping to feed the Nation during COVID-19
A message from CEO Helene Roberts about how Robinson's collaboration is essential. Robinson-produced soup and sauce pots, bowls, and ready meal containers play a vital role in keeping us all fed during this troubled time. Our UK and Polish plastics businesses are considered as Key Industries within the Food and Drink sector, critical for ensuring that our nations have access to food and people are being fed.
COVID-19 – Our Response
As a global packaging manufacturer, we are closely monitoring the COVID-19 pandemic. At Robinson Packaging Innovation we are working to ensure the best safety for all our employees and work colleagues. Robinson staff are making a collective effort to work remotely and keep providing the best services to our clients and partners.
Herbs & Spice Packaging Gets 30% Food Grade RPET
Herbs and Spice packaging will be enhanced with the introduction of our 100ml PET jar manufactured as standard with 30% Food Grade RPET included. These containers are also ideal for baking ingredients and sprinkles and come with a variety of closures to choose from.
Robinson have developed tooling for a 300ml Tamper Evident container and lid for the new McVitie’s on-the-go range. Manufactured in PP and able to be decorated with In-Mould or Post-Mould labels, this pack is the perfect On The Go solution and Pladis McVitie’s have been the first to take advantage of this for their range of Mini Bites.
Robinson Packaging has developed a range of custom moulded, tamper-evident bowls and lids, for the re-launch of Asda’s Health Range of chilled ready meals. The project to develop the 500ml and 900ml packs had a demanding time constraint with no margin for error, as Asda Health is an existing range that is sold across all Asda stores.
Robinson Packaging have always been quick to adopt new technology, and as part of an on-going development plan, they have invested in the latest state of the art 3D printer technology and new tool room machinery to strengthen their custom project rapid prototyping and pilot tool capabilities at their Kirkby-in-Ashfield site.
- Mike Webber
- Company News
- Created 20 Jan 2021
- Modified 22 Jan 2021
- Hits 331