Texen

packaging transformation

We want it practical BUT sophisticated, recyclable BUT aesthetically pleasing, bio-based BUT waterproof.

Today’s packaging is full of contradictory demands, yet it remains necessary!

introduction:

We want it practical BUT sophisticated, recyclable BUT aesthetically pleasing, bio-based BUT waterproof. Today’s packaging is full of contradictory demands, yet it remains necessary!

While commitments, promises, and sometimes even results alone are no longer enough to convince, how can we give meaning, speak up, unite teams, and attract talent when we are a player in the plastics and packaging industry?

‘Transforming material into experience, in a virtuous way’: this is the promise of Texen, one of the world’s leaders in luxury and beauty packaging.

request & issue:

At the heart of the paradoxes related to the packaging and luxury industries and plastics, Texen wishes to assert its position as a responsible manufacturer.

While commitments, promises, and sometimes even results alone are no longer enough to convince…

How can we:

restore meaning and speak up when we are a key player in the plastics and packaging industry?
go beyond the boundaries of a simple manufacturer and assert the brand’s leadership on transformation issues?
engage all stakeholders in the sector (customers, partners, clients, and employees)?
offer the ‘right packaging’ for the products of tomorrow?

concept & plan:

Objectives:

Project the brand into 2050. Show that starting today, Texen is exploring the future and making commitments.
Let Texen’s experience speak. Make its expert voice heard where it was not previously.
Build demanding editorial content based on the manufacturer’s expertise with the help of Usbek & Rica, the reference media for future exploration.

The plan:

Magazine: a section of forecasts and reflections on the packaging of the future in collaboration with Usbek & Rica.
Website: an ultra-experiential website with innovative design to immerse visitors in the world of Texen and provoke thought on the future of plastics.
Round Table: gather all stakeholders to initiate a common movement.
LinkedIn Activation: share new reflections on the packaging of tomorrow.

conclusion & results:

A performative communication campaign that marks the first foundational act of Texen’s CSR commitment and strengthens its employer brand.

All decision-makers (clients) gathered around a strong vision, discussing these topics together for the first time. Texen was able to reposition itself at the center of the packaging industry’s ecosystem:

Tripled requests from the specialized press
Internal enthusiasm from employees around a meaningful project
HR communication / employer brand strengthened by a decidedly more modern vision
Promotion through the Usbek & Rica ecosystem
Distribution of foresight booklets at professional trade shows
Stakeholders in the sector eagerly anticipate and request the continuation of these booklets, which pave the way for new reflections and innovations for better packaging.