SGK repositioning in global packaging and brand experience market

Matthews International Corporation division SGK has unveiled an updated brand identity and simplified its portfolio as it looks to reposition itself in the global packaging and brand experience market.

The company's Anthem, Brandimage, IDL, Marque and Schawk brands will go to market as SGK from early 2021. The rebranding comes amid the most comprehensive organisational shake-up in the business's history, with changes to operating structure, technologies, processes and staff.

Gary R. Kohl, president of SGK, said: "We are a very different business than we were even last year, and a vastly different business than we were 10 years ago. Our heritage in packaging production will always be something we are proud of and an area in which we will continue to innvate on behalf of our clients with our growing investment in technology and automation. Uniting our brands around one mission and one vision will give our clients the seamless global experience the market demands today."

He added: "Our rebrand is not cosmetic. It is a better reflection of our ambitions are a business, our heriatge, and the journey we are taking with our diverse global teams."

Mary Bartel, senior vice-president of marketing at SGK, said: "Our market research confirmed that aligning our portfolio of brands would allow the marketplace to more easily navigate our extaordinary service offering. Integrating the expertise of our creative and production brands has reframed our capabilities along a journey that begins with defining solutions for our clients and transforming brands."

SGK has more than 6,500 employees and advises more than 1,500 clients worldwide, lending its expertise in packaging, marketing and branding to some of the world's biggest brands.

11 November 2020 - Bethany Whymark