Masonry Magazine May 2009 Page. 37
How difficult is it to re-brand a company?
If it's done right, it's like clockwork. Lafarge is currently rolling out new eco-friendly packaging for its entire family of cement products in the United States and Canada. The look of the new bags was unveiled during the World of Masonry in Las Vegas in January, with examples showcased recently at The Brick Show in Marco Island, Fla.
Featuring a fresh look, the newly redesigned packaging is part of a larger global effort to harmonize all elements of the company's brand and make these visual signatures expressive, distinctive and unquestionably Lafarge. Bags for each product type are printed in a different color, and label content - such as safety and handling information, warranty, specifications, storage and mixing instructions - has been updated as appropriate.
The distinctive new look of the cement packaging is more consistent with Lafarge's brand image and better reflects our vision and values. It is part of a larger, corporate-wide effort to ensure conformity of the Lafarge brand globally.
Environmentally friendly packaging
IN RESPONSE TO GROWING interest in sustainable packaging, Lafarge's new cement bags are made from unbleached, natural kraft paper. Kraft paper is a 100 percent biodegradable natural product that decomposes
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Above:
New Lafarge packaging features a distinctive design and a fresh look, but the bags contain the same top-quality products. They're also made from unbleached, natural kraft paper.
Opposite Page:
Lafarge masonry cements provide an excellent level of performance in the functional areas of workability, strength, durability, and appearance that are so important to the mason, owner, and designer.
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May 2009
MASONRY 35