Spruik was tasked with developing a refreshed brand identity and story that would reposition Southern Cross Papers for its next stage of growth, while retaining the credibility and relationships it had built over more than a decade.
The new brand needed to feel established and premium, while giving the business a more distinctive and contemporary presence across its growing paper and packaging offer.
Brand Story
At the heart of the brand is a simple proposition: We help businesses make smarter paper and packaging decisions.
Southern Cross Papers doesn’t simply supply a product. Its team takes the time to understand the challenge, drawing on specialist knowledge, technical expertise and global supply relationships to identify the right solution for the application.
This thinking led to a new brand essence: Purpose in every fibre.
A line that captures both the physical nature of the products Southern Cross Papers works with and the considered thinking that goes into every recommendation.
Refreshed Identity
Inspired by the potential of a blank page, the refreshed identity uses a classic monochromatic palette to create a sense of simplicity, confidence and sophistication. The restrained visual language reflects the premium nature of the offer. The result is an identity that feels considered rather than decorative. Reflecting a business where every material, recommendation and solution has a purpose.
