Re>Pal — or EcoPallets as they were then known — had developed a truly innovative, sustainable product. Their unique shipping pallets are made from 100% recycled waste plastic — an appealing innovation given that shipping pallets account for 40% of the world’s timber usage. Ahead of their ASX listing, we were approached to create two new brands: for the customer-facing product and for its parent company, Range International.

Our challenge was to develop a brand communications strategy that would appeal to sophisticated investors, without alienating the more functional nature of the logistics managers who make up their core customer base. Success was based on our ability to communicate the company’s vision with clarity and brevity.

We developed two the brand identities, including postitioning, naming, visual identity, website/digital presence, and marketing creative for digital and print — as well as the company prospectus and subsequent annual reports.

Re>Pal was elevated quickly from an unknown to major player with a high level of brand awareness and visibility through a stand out identity — that clearly differentiated them in the market.

Their IPO raised a staggering $50 million.

“It is with great pleasure that we recommend the Ludbrook Agency for the work they carried out for us in connection with the listing of our company on the ASX.

Working under considerable time pressure, L/A successfully delivered a complete re-branding and re-naming of our company and products, built two new websites, handled the design and printing of our prospectus, and provided very valuable support and oversight through the whole process.

Awesome job! Few would have been able to deliver on time and with the quality that you did.” — LARS AMSTRUP, Managing Director, Range International Limited

We flew to Indonesia to meet with the company executives at their factory and HQ to conduct a deep dive, facilitating a one-day brand positioning workshop. Our aim was to understand the customer, uncover current perceptions of the company and its products, and those of the competition. Through this process of gap analysis, we began to identify the opportunity that rebranding could achieve to position the company with a focus on its key unique value propositions.

This workshop achieved alignment with key stakeholders and an understanding of their customer needs and the business’ key value propositions, enabling us to prioritise actionable insights to build the brand identity and communication strategy. This formed the strategic framework to develop a brand that would communicate effectively to customers, investors and stakeholders.