The project
We designed and delivered the new brand identity of GPI Group, a manufacturer of secondary packaging systems. The rebranding accompanied the company's renewal, which presented a new machine design ahead of Interpack 2026. The company needed a more contemporary, recognisable mark, able to work everywhere from machine guards to a smartphone screen.
The concept behind the new mark is flow: the pictogram, made up of two linked modules, evokes the continuous movement of products and cartons along a packaging line and, at the same time, the idea of systems that integrate with each other. The essential, geometric logotype conveys technical solidity, while a modular grid governs its proportions and alignment.
The colour system plays on the contrast between a dynamic accent, expressing energy and innovation, and a restrained base that conveys reliability. We developed the variants needed for every use, from digital and video versions to monochrome positive and negative versions, and the institutional GPI Group version. The new identity was then applied to social media, the web app and sales materials.