Challenge
In 2023, Sealed Air rebranded to SEE, aiming to modernize its logo and evolve from a packaging provider to a market-centric solutions company. While the updated logo was generally well-received, the name shift from “Sealed Air” to “SEE” created unexpected challenges. For employees, it diminished the pride and legacy tied to the original name. For consumers and investors, the new name lacked meaning and failed to build connection or trust.
Solution
We revitalized brand and company loyalty by returning to the Sealed Air name—paired with a refreshed logo and a cohesive brand strategy that clearly communicated the company’s direction. To build internal confidence and ensure smooth adoption, we updated high-visibility, low-cost corporate assets and rolled out a thoughtful communication and distribution plan that reinforced pride, clarity, and consistency at every level.
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.
Implementation
I led internal teams and external partners to ensure all brand touchpoints were updated in time for our launch on March 11, 2025. This effort ensured the new Sealed Air brand was clearly and consistently communicated from day one.
Key updates included:
Internal and external digital platforms
Sales enablement assets
Business cards and corporate templates
Social media presence and messaging
Leadership and stakeholder communications
Updated brand guidelines
