Global packaging specialist AGI-Shorewood unveiled its new name ASG (AGI Shorewood Group), together with its new visual identity. Following the merger of AGI and Shorewood Packaging earlier this year, the company has gone through a global rebranding process aimed at projecting a "more aligned business structure, a fresh company name built upon the heritage of the two companies and a brand mark that represents strength, connectivity and collaboration."

The company felt it was necessary to go through the process of complete rebranding to bring more alignment to the business that was born after the two giants, AGI World and Shorewood Packaging, merged into one in January 2012. Although the two names were strong individual brands, the company says they didn't naturally fit together as straightforward AGI-Shorewood. Also the feedback from customers of the group indicated that refreshing the company's identity was called for.

"ASG aspires to be the best global specialty packaging business in our markets, with more ways to create compelling packaging solutions for our customers' brands," says Tony Garnish, the European CEO of ASG. "We have developed strategic plans that include growth in the emerging markets in Asia and Latin America."

The business is now structured in three business areas. The core business is specialty packaging supplied across a number of market sectors that require creative solutions. It is complemented with two sub-brands - a global creative services group and a new injection moulding group.

Story filed 11.12.12