The Bowler 2020 Rebranding Journey

Rather than a need, the rebranding of Bowler in 2020 was a proactive choice that aligned with a change in both internal and external communication processes within the company.

Two questions that immediately arose in the initial discussions of considering rebranding were ‘Why are we rebranding?’ and ‘Who are we rebranding for?’ This wasn’t simply a rebranding process. And the answers to these questions were far from simple. The Communications Platform was essentially the vision at the start of the journey. There was a need for a change in communications culture and reliable lines of communication within the business needed to be opened and tended to.

To begin bringing a uniform message together, we asked the question. What is Bowler?

Legacy
Bowler is classic and can hold its head high. It has stood the test of time.
Experienced
Confident, bold, the Bowler stamp of approval & attention to detail
Innovative & Relevant
Forward moving & fluid
Personable & Customer Centric
Moving with the customer, authentic and attentive
Trusted
A trust and belief in Bowler – ‘Packaging to hang your hat on’
Diverse
All inclusive and multi representational

These values were identified as key elements of Bowler that needed to be communicated and thus intrinsic in the branding.

The Bowler hat was retained, simplified and set apart as iconic and recognisable as Bowler’s legacy. The name Bowler Plastics was dropped to simply Bowler – a colloquial name for the company widely accepted. ‘Packaging’ was added for inclusivity and future thinking. The ‘Bowler’ name was made bold, capitalised and striking – instilling confidence & trust. An 80% keyline was added for attention to detail and focus.

A later, and key addition to the branding was the crimson band on the keyline. This line represents diversity and all inclusiveness. The inclusion of this spot colour was inspired by the vivid crimson stigmas of a saffron flower – called threads, which have long been the world’s most costly spice by weight.

In the long term, we see this spot colour as being a variable which addresses the diverse needs of a dynamic business. It will be used to direct focus on issues that are relevant and appropriate for the time. This richer than ‘golden’ thread stands as a special and discreet reminder of Bowler’s values. It stands for the richness of who we are, our values and what we have achieved. Something to be proud of.

Presenting, Bowler 2020.