Beontag launches global rebrand to communicate expansion in IoT

31 May 2023 --- Beontag, a digital transformation enabler for businesses that provide IoT solutions such as labels and digital tags, has rebranded with a commitment to “enabling the future” within the packaging industry.

The company recently became one of the world’s largest radio-frequency identification (RFID) tag manufacturers. It says the rebranded design marks the next phase of its development to reflect the multinational company’s values, ambition and mission.

“We quickly realized that it is important that our brand and messaging reflect the company’s changes. Overall, we wanted our company and brand to reflect the direction Beontag is taking and our commitment to enabling the future of businesses around the world,” Ricardo Lobo, CEO at Beontag, tells PackagingInsights.

Rebrand for communication
The rebrand, in partnership with FutureBrand, acknowledges the increasingly diversified capabilities that combine Beontag’s work in label manufacturing with its broad portfolio of innovative IoT solutions and environmental sustainability-led products.

“Our rebranding reinforces that the packaging industry can and should be modern, creative and connected with the future, building a seamless world by expanding communication between companies, products and people,” says Lobo.

“We also grew through the acquisition of other companies, which led us to the need to update how we express ourselves to the world. This is a new beginning for all of us that reflects our new purpose and brand positioning, reinforcing the spirit of a multicultural and global company,” he continues.

Beontag rebrands as it becomes one of the world’s largest RFID tag manufacturers. Last year, Beontag acquired Confidex, a provider of RFID solutions and Technicote, a North American self-adhesive and paper facestock specialist.

Digital voice
On the brand direction, Lobo says: “We believe that every item can – and should – have a digital voice. By providing a diverse, innovative and sustainable suite of solutions that enable the communications between products and people, we can deliver our mission to enable the future of business across a wide range of global sectors.”

Beontag has over 15 production plants worldwide, with a foothold in over 40 countries.

“We hope that this brand refresh is an important beacon to the many diverse businesses in our global portfolio,” adds Barbara Dunin, director of environmental, social and governance, marketing and communications at Beontag.

Other rebrands
Alongside Beontag, Nesquick partnered with FutureBrand in March for its rebrand to modernize its brand identity to create relevance in the digital age and grow into new audience segments.

Sealed Air recently changed its corporate brand to SEE, taking the next step in reinventing the company and partnering with customers to deliver packaging solutions integrating automation, digital and sustainability.

Additionally, Mars Wrigley’s brand Celebrations rebranded its packaging to encourage consumers to view confectionery as a choice all year round and not just on public holidays.

By Sabine Waldeck

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