Repositioning Packhelp from a custom packaging startup to an enterprise-ready technology platform.
INDUSTRY
E-commerce / Packaging marketplace
AREAS
Rebranding / Brand Strategy / Creative Direction / Internal Communications
The challenge
Packhelp built its reputation helping small businesses create custom packaging. But as the company grew into a €40M Series B business, its brand no longer reflected the scale or ambition of the company.
We needed to evolve from a playful packaging provider into a trusted technology platform capable of serving enterprise customers, without losing the accessibility that made Packhelp successful in the first place.
The strategy
Working alongside London-based studio Two Times Elliott, we developed a new brand platform centered around Possibility Unboxed. It became the foundation for a new visual identity, messaging system, and positioning that reframed Packhelp as a strategic partner in modern commerce.
To ensure the new direction reflected both the business and its customers, I facilitated internal workshops, gathered customer insights, and challenged creative concepts throughout the process.
Midway through the project, the company went through significant restructuring. Following the departure of our VP of Brand and wider team layoffs, I took over ownership of the implementation, leading the rollout across every customer touchpoint during a period of tight budgets and organizational change.
My role
I led the implementation of the rebrand across six European markets, translating the new strategy into practical systems the business could use every day.
Beyond coordinating the rollout, I built an in-house creative production team, introduced brand governance, and delivered company-wide training to ensure consistent adoption across marketing, product, and sales. With agency budgets under pressure, I also restructured our creative production process to deliver significantly more work in-house.
What I delivered
Beyond the visual identity, my focus was turning the new brand into something the business could consistently deliver at scale:
A scalable brand system implemented across digital and physical customer touchpoints, ensuring consistency across six European markets.
An in-house creative photoshoot that delivered 300+ packaging and product assets (including photos of our clients) while reducing production costs by 70%.
A refreshed customer experience, including redesigned sample packs and key branded materials aligned with the new positioning.
Company-wide brand adoption, supported by workshops, documentation, and practical brand governance that enabled teams to use the new identity consistently.
Impact
The rebrand repositioned Packhelp from a custom packaging provider to a technology-driven platform ready to support enterprise growth.
It created a stronger foundation for future product launches, more consistent communication across six European markets, and a brand experience that better reflected the company's ambitions. The refreshed positioning also supported Packhelp's growing enterprise offering, helping strengthen relationships with clients such as InPost.
Operationally, building an in-house production function reduced creative production costs by 70%, while significantly increasing the volume and speed of asset creation.
