Sealed Air Corporate Brand Relaunch
Led by Taylor Brown – in collaboration with internal and agency partners
In 2023, Sealed Air rebranded to SEE, aiming to evolve from a packaging provider to a solutions-focused company. While the new logo and positioning were designed to modernize the brand, the transition away from the Sealed Air name created confusion and emotional disconnect among employees, customers, and investors. In 2025, I led the effort to return to the Sealed Air name — pairing it with a refreshed identity, renewed purpose, and a rollout plan that reestablished pride and clarity across the organization.
Objective
To restore meaning and trust in the Sealed Air brand by:
Reconnecting employees and customers to the equity of the Sealed Air name
Modernizing the brand identity and storytelling to reflect innovation and sustainability
Ensuring a clear, consistent, and confident global relaunch ahead of the March 2025 brand reveal
My Role
As Brand Manager, I led internal alignment and execution across global teams, ensuring every touchpoint reflected the new Sealed Air identity and messaging.
Strategic leadership – defined project goals and ensured alignment with the Executive Leadership team’s strategy.
Brand storytelling – helped craft the refreshed brand story, purpose, and key messaging themes internally and externally.
Global alignment – ensured materials and messaging were adaptable across global markets and audiences.
Launch enablement – developed internal and external tools and templates for rollout across the globe.
Deliverables
Global brand relaunch plan and internal rollout communications
Refreshed corporate logo and identity system
Updated digital and social media presence
Sales enablement materials and templates
Leadership and stakeholder communication kits
Updated global brand guidelines
Impact
The relaunch successfully re-established Sealed Air as a trusted, purpose and people-driven brand with a unified identity and voice. It restored employee pride, improved customer recognition, and strengthened alignment across Sealed Air’s global portfolio — including its flagship brands CRYOVAC®, Bubble Wrap®, and Autobag®.
The relaunch positioned the company to move forward with a stronger foundation built on innovation, sustainability, and legacy.
Sealed Air’s Brand Story
Sealed Air has always been a brand with purpose, built on innovation and known as a trusted partner to protect what matters most. Decades ago, we set out to revolutionize the world of packaging with products that are now flagship brands, like Bubble Wrap and Cryovac—groundbreaking solutions that quickly became symbols of quality, reliability, and ingenuity. Over the years, we evolved into SEE, a name meant to capture our expanded vision as a solutions partner. But now, as we look to the future, we’re re-embracing the name that speaks directly to our origins and our enduring promise to deliver exceptional service and innovative materials and equipment. We are Sealed Air.
By returning to Sealed Air, we’re reaffirming our commitment to what has always made us unique. We’re re-establishing the identity that earned the trust of businesses and consumers around the globe, while harnessing the full potential of our beloved brands. Autobag, Bubble Wrap, Cryovac, Liquibox, and our full portfolio of packaging solutions remain at the heart of what we do, now with a future-focused commitment to sustainability, innovation, and technology.
Sealed Air today stands at the intersection of heritage and progress. Our next chapter isn’t about going back; it’s about moving forward with a stronger foundation. We’re committed to driving resource efficiency and reducing environmental impact—all while delivering the protection and quality our customers have known to rely on us for generations. Our promise is to combine the best of our past with a clear, ambitious vision for the future, bringing you Sealed Air: a trusted partner and global leader, always looking ahead to a world we can protect, sustain, and elevate—together.