Re-branding project

Creating a proud expression of what makes Bonson unique

Client: Bonson

Bonson is a packaging manufacturer and supplier that has been operating in New Zealand for over 35 years and has been very successful in the Food Services sector. The business has clients across Australasia with offices in two Australian States.

Along their journey, Bonson added to their manufacturing capability by offering clients a great range of packaging options using materials considered to be better for the environment such as sugarcane, paper etc. This division was branded Savpac. The dual named operation (Bonson and Savpac) resulted in the typical challenges of businesses without a cohesive branding structure.

Bonson was keen to ensure that the way they were 'packaging' their own branding was consistent with their strengths and relationships as perceived by their clients. The resulting branding project was an overhaul of their brand architecture, messaging and all visual aspects that communicate what Bonson is admired for...including the solid values that form the foundation of this New Zealand owned family business.


Flex Marketing was already working with Bonson to support their ongoing marketing requirements through an outsource marketing package. The scope of this marketing work was broadened to include leading a branding project that was ultimately kicked off by the need for a new website. The key elements involved in this re-branding project for a soft/rolling re-brand included:

  • Developing project plan and ensuring that the appropriate action was taken to implement new branding to hit deadlines
  • Helping to engage and brief a specialist branding agency and acting as main point of contact for their liaison throughout the project
  • Helping to engage a new website development agency, create the brief and work alongside them to create new website using new branding
  • Work with internal teams at Bonson to ensure all aspects of rebranding were considered and addressed accordingly
  • Work with printing supplier to ensure new building signage was created and erected
  • Source and help appoint a freelance graphic designer to develop suite of sub-brands and set of guidelines around usage
  • Support rollout of new branding, including setting up new website by helping Bonson recruit a marketing coordinator and continue to be on-hand for work required to meet project milestones

Services Provided


Take a look at testimonial by clicking button below to see what Bonson says about working with Flex Marketing.

Specifically, when it came to this re-branding project, Bonson CEO David Tsui made the following comment “Developing a new brand and website is a major project – probably the most significant project we have undertaken since building and moving into our current premises in Portage Rd. We are very happy with the outcome and have received lots of positive feedback about the brand.”

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