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Quality
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Creating a new brand identity for a post-merger powerhouse

The quick take

Following Solix’s acquisition of Intech to complement its ownership of Carsoe, the group sought to unite its tray denesting and handling capabilities into a single global food-processing platform. To realise the full value of this consolidation, the business required a new brand that could integrate the strengths of both companies while clarifying its market positioning. CBC partnered early in the process, using customer insights to shape the strategy, develop a new name and identity, and align sales and marketing around the launch of the unified brand.

About QUPAQ

QUPAQ is the world leader in tray denesting and handling solutions for food producers. Formed by the successful consolidation of Intech and Carsoe’s food handling activities, the Danish company markets the electric INTRAY line, the world’s most advanced denesting technology for high-volume producers, and the pneumatic ANYTRAY line, the world’s leading best-value solution. QUPAQ is owned by Solix.

Scope

  • Brand communication platform
  • New company name and brand architecture strategy
  • Corporate visual identity
  • Internal launch activities
  • Content marketing and digital lead generation
  • Website UX, design, content, and development
  • Trade show design
  • Sales support materials

A new corporate website was designed to showcase the new brand, drive further engagement with prospects, and track visitor data.

Challenge
Following Solix’s acquisition of Intech, the ambition was to combine the tray denesting and handling capabilities of both Intech and Carsoe into a single, globally competitive platform. Yet the two businesses had previously operated as rivals with distinct technologies and brand identities. To unlock the full strategic value of the consolidation, the new owners needed a unified company name, positioning and communications platform that could integrate both product lines and present the combined business as the clear industry leader.
Solution
CBC began by analysing customer perceptions of the INTRAY and ANYTRAY brands and the broader competitive landscape to define a clear positioning for the combined business. From these insights, we developed a strategic communications platform and led the creation of a new global brand name, QUPAQ, selected from more than 100 candidates. The platform was then brought to life through a new visual identity, website, trade show presence and launch materials, giving the newly formed company a coherent market voice from day one.
Challenge Solution
Following Solix’s acquisition of Intech, the ambition was to combine the tray denesting and handling capabilities of both Intech and Carsoe into a single, globally competitive platform. Yet the two businesses had previously operated as rivals with distinct technologies and brand identities. To unlock the full strategic value of the consolidation, the new owners needed a unified company name, positioning and communications platform that could integrate both product lines and present the combined business as the clear industry leader.
CBC began by analysing customer perceptions of the INTRAY and ANYTRAY brands and the broader competitive landscape to define a clear positioning for the combined business. From these insights, we developed a strategic communications platform and led the creation of a new global brand name, QUPAQ, selected from more than 100 candidates. The platform was then brought to life through a new visual identity, website, trade show presence and launch materials, giving the newly formed company a coherent market voice from day one.

Impact

QUPAQ met the world at two important international tradeshows – on time and in attractive new graphical shape. Stakeholders from QUPAQ and Solix were happy with the process and results, and were pleased with positive feedback from customers on the rebranding exercise’s “reasons why” and solutions.

In addition to our customer’s success, the project was also a great opportunity for CBC to practice a holistic approach that includes strategy and tactical implementation, deep insights into branding, and creative B2B solutions with both rational and emotional appeal.

CBC developed a corporate PowerPoint presentation, including design and content, that management and sales teams could adapt as necessary.

QUPAQ | A new corporate brochure was developed as a clear and effective way to showcase the new brand identity, value proposition, and key messages | CBC
QUPAQ | A new corporate brochure was developed as a clear and effective way to showcase the new brand identity, value proposition, and key messages | CBC

A new corporate brochure was developed as a clear and effective way to showcase the new brand identity, value proposition, and key messages.

“CBC did a great job managing complex processes that demand strategic insight, creative implementation, and keeping many moving parts on track to meet demanding deadlines.

QUPAQ was born to do great things, and I’m very confident that we are now well positioned to help our customers achieve even smarter automation and improved production efficiencies.”
Anette Juul Larsen,
Marketing and Communications Manager
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