Baralan rebrands, strengthens ESG commitment as it celebrates 60 years

Published: 10-May-2022

New brand identity and ESG initiatives exemplify Baralan’s evolution and ongoing mission to progress as a future-focused company

In celebration of its 60th anniversary, Baralan, a consolidated player in primary packaging for the cosmetics and beauty industries, has officially unveiled its new brand identity. This brand relaunch represents a natural transformation for Baralan as the company respects and honours the roots and values on which it was built, but at the same time, never stands still. This rebranding, inspired by a minimalistic and contemporary new logo, is designed to reflect the company’s continuous evolution.

Coinciding with the rebrand, Baralan has also strengthened its Environmental, Social and Governance (ESG) strategy, including the addition of several product portfolio and corporate-level initiatives aimed at creating a more sustainable future. Both moves represent Baralan’s growth and tangible shift toward becoming a better, future-focused company.

Baralan’s refreshed corporate identity espouses the company’s evolution throughout its 60-year history. The redesigned logo has a streamlined appearance with a bold, black typeface, showcasing modernised transformation. The simpler, sophisticated design more aptly demonstrates Baralan’s commitment to staying ahead of trends, and remaining fluid in an ever-changing marketplace. For customers, this translates to an unwavering focus on delivering forward-thinking innovations and continuous improvements in cosmetic packaging solutions.

Baralan’s ESG strategy focuses on making meaningful sustainability advancements in two key areas: optimising its packaging portfolio to reduce environmental footprint; and developing a holistic sustainability framework to guide a company-wide transformation over the medium and longer term. This includes specific initiatives like enhancing reusability and recyclability of products, optimising waste by promoting more effective solutions such as airless packaging and prioritising mono-material packaging. Moreover, the company has implemented tangible actions to encourage the adoption of alternative materials, such as biopolymers, and has developed new products using PCR materials in a series just launched earlier this year.

“Throughout our 60-year history, we have perpetually evolved to address industry trends and market changes, allowing us to provide consistent strategic support for customers and partners,” said Caroline Baranes, Chief Marketing Officer at Baralan. “As Baralan celebrates its 60th anniversary, the time was right for a corporate rebrand that re-energises our company, helps us better stand out in the marketplace and more accurately reflects the core elements of our brand. Likewise, our strengthened ESG initiatives and sustainable solutions serve as both tools and guiding principles in our day-to-day operations, giving our teams a renewed sense of purpose to achieve a cleaner, more sustainable world for all. We were born to embrace beauty, now it’s time to protect it.”

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