Equipment Branding Strategy

Challenge

Sealed Air equipment lacked standardized branding and naming conventions, resulting in inconsistent logos and confusion across product lines. One major issue was the overuse of the “SEE Automation” brand—applied to nearly all equipment, regardless of its automation level. This diluted the brand’s meaning and created internal uncertainty around when and how it should be used.

Solution

In collaboration with our equipment marketing teams, we removed “SEE Automation” from the equipment brand architecture to streamline and strengthen brand clarity. We also introduced a standardized naming system with clear specification indicators—creating a more intuitive, consistent, and scalable approach to equipment branding.

Equipment Architecture

Equipment Branding

Sealed Air Social Media Strategy

Sealed Air Icon Refresh