Defining and bringing the BillerudKorsnäs strategy to life

BillerudKorsnäs is a leading supplier of renewable fibre-based packaging materials, driven by the mission “We challenge conventional packaging for a sustainable future”. To stand out in a global market, they assigned Grow to define and bring to life a new position, including a new brand strategy, visual identity, and global communication concept. 


The concept – What if? – embraces the BillerudKorsnäs challenger approach and ambition to seize new opportunities. We wanted to create a dialogue with the audience so why not start by asking questions. What if packaging could be lighter? What if it could be easier to recycle? What if it could transport and dispose of itself? 

Highlighted through a crisp look and feel, the concept stands for an explorative drive to seek new possibilities and spark interactivity across many touch points. For this purpose, the concept is independent of channel and situation, exemplified by the Paper Bottle project, an innovation platform that today is better known as the bottle packaging expert, Paboco.

"The Paper Bottle started as an innovation project within BillerudKorsnäs. Today it’s a business run through the subsidiary Paboco, working with Grow as a brand partner"


If you want to know more, contact Elsa Victorin.