Weekly

La Couronne rethinks its brands and their visual identities

Marie Caroline Mabille, 12 November 2024

In 2023, Cepap-La Couronne invested in a new production line to develop protection and small paper packaging. This strategic industrial effort was in response to a desire to diversify as a result of the structural decline in the mail market. Today, to clearly identify the company's two activities, two brand images are deployed: La Couronne for the mail sector and e.pack for the packaging sector.

A heritage brand

To begin with, the La Couronne logo has been revisited. Above the brand name, a modernised crown recalls the shape and filigree design of the envelopes. It is topped by a plant tiara that evokes the company's commitment to the environment. Finally, the signature ‘Yesterday. Today. Tomorrow’ emphasises the heritage of the brand, which was born in 1877. Yesterday for paper-making expertise, today for the transformation of production lines, tomorrow with the goal of 0 plastic. In addition to this makeover, La Couronne has revamped its Mail Line ranges: La Couronne Signature for prestige references, La Couronne Nature for recycled products, La Couronne Event for events and La Couronne Insert for inserting. Each product now has its own distinctive packaging, and some are available in small packs (Nomad offer).

A new world

Secondly, to support the development of the 100% paper protection and small packaging business, La Couronne has created the e.pack brand. The name is topped by a coat of arms representing the notion of protection. On the inside, we find the plant diadem that indicates eco-responsibility, as well as the drawing of an envelope turned inside out to link the range to the group. This new identity is coupled with a new segmentation: e.pack Bulles for air bubble padding, e.pack Kraft for kraft gusseted envelopes, e.pack Plus for adhesive tapes and enclosed paper documents, and e.pack KDO for padding and sleeves. All these products can be customised. These brand images will be gradually rolled out by early 2025.

Source: Papetier de France