Grow was tasked with setting a new direction for the Holmen Iggesund’s brand to help them stay relevant to customers, differentiate from the competition and secure sustainable growth. Together with the client, we defined the new position as the premium paperboard company for purposeful solutions. This position that was built on the equity the brand already had in being a knowledge provider and a future outlook focusing on the needs of customers, not only today but also for tomorrow. An essential part of this position was the focusing on co-learning — the ability to provide the platform for brands to provide insights into their needs, and their customers needs, that would loop back to Holmen Iggesund, providing the most tailor-made, premium — and purposeful — packaging solutions. The brand promise — Purposeful by Nature — encapsulated this new position.
