CRYOVAC® Brand Identity + Messaging Evolution
Led by Taylor Brown, Brand Manager – In partnership with BOLTGROUP
As Sealed Air’s Brand Manager for the Food business, I led the refinement of the CRYOVAC® brand identity and messaging platform — a globally recognized leader in food packaging solutions. Partnering with BOLTGROUP, we redefined how the brand communicates its value, modernized its visual identity, and developed a unified voice that connects with customers across food processors, foodservice, and retail.
Objective
To evolve a heritage brand with more than 85 years of innovation, maintaining the trust of existing audiences while positioning CRYOVAC® as an essential, human, and forward-moving leader in the future of food packaging.
My Role
Strategic leadership – defined project goals and ensured alignment with Sealed Air’s masterbrand strategy.
Agency collaboration – managed partnership with BOLTGROUP from brief through delivery.
Brand storytelling – helped craft the refreshed brand story, purpose, and key messaging themes.
Global alignment – ensured materials and messaging were adaptable across global markets and audiences.
Launch enablement – developed internal tools and templates for rollout (presentations, social assets, and campaign toolkits.
Deliverables
Brand Story, Vision, Mission, and Purpose
Messaging Framework by Audience
Refined Visual Identity System (logo, typography, color palette, and photography style)
PowerPoint and Social Templates
Web and Launch Content
Brand Guidelines
Impact
The evolved CRYOVAC® brand identity strengthened alignment between Sealed Air’s Food and Protective divisions and introduced a consistent, compelling story under the platform “Protecting More Than the Food.”
This work will guide global communications, marketing, and sales enablement across 2026 and beyond.
