Pregis EverTec
The only time half beats whole? When orders jump from $1 million to half a billion.
In the vortex of a pandemic and surging ecommerce demand, packaging waste became a global concern. Governments and consumers were pushing back hard. Environmental “damage” was piling up.
Pregis had a product with a 99% curbside recyclable promise. But research revealed distributors and retailers tolerated this feature—they didn't value it.
User testing uncovered the real value hiding in plain sight: durability. Not sustainability.
The approach
01
Frame the Problem
Explaining the product itself was nearly impossible. Was it a durability play? The cardboard was already stocked. Was it an environmental claim? And that's where the power of naming comes in.
02
Naming Strategy
By pulling on the tenets of strategic naming, both the earth-friendly and durable technology became a single thought, solving multiple issues at once—replacing cardboard boxes on shelves and removing them from the waste stream, all in one name: EverTec.
03
Execute the Rebrand
Swift rebranding from the working name to the EverTec brand with 100% engagement, full support of the sales and marketing teams, largest volume clients and end retailers, creating demand that far outpaced supply.
The result
of small corrugated boxes removed from waste stream
product lines and growing
units sold
Name and Brand Strategy awards
What changed
Strategic Clarity
By positioning a commodity as a solution the sales team was able to drive volume and relationship in mass.
Culture Alignment
Brand pride due to the name and logo (representing a patented production process) created momentum needed to meet demands.
Market Position
What was once a commodity envelope was now a packaging solution.
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