JC Edward Corp — Brand ID, Website and Collateral

JC Edward Corp is a packaging unicorn. They have incredible clients, deliver incredible value, maintain high quality, and somehow are at the forefront of sustainability. Sure, there are other packaging brokers out there who claim this and that, but JCE's 70+ global factory network puts them in an altogether different class of packaging partner. PSA was tasked to pull through the brands' Madison Ave roots while finding a fresher expression for the brand — something to soothe both C-suite big dogs and DTC entrepreneurs alike. Development wasn't a straight line, thank goodness. 

For JCE we needed to unpack some complex emotions around what constitutes a good Identity system. It takes education and pressure to deliver work that goes beyond the familiar. Thankfully, JCE's leadership team was looking to be stretched. Familiar was dead. That open field gave us license to create something sustainable — it felt like the good old days of branding that you read about in the printed books.

Yeah. Lots of exploration. But, that's how you find a brands truth. Simple never is. the final results balance JCE's history, business needs, and appetite for art to drive business. Bravo!