Rebrand and designer website for plastics manufacturer

1 April 2022

Established in 1962, ZhuJiang 珠江 is a pioneering China plastics manufacturer with iconic products and household name brands.

In 1995 the company teamed up with Hong Kong-based, globally financed Rodman Enterprises to develop new opportunities worldwide.

Branded Rodman Plastics, the joint venture is an ongoing success. Rodman leads globally in food cooler manufacturing. In addition to a range of domestic plastic products, the group makes, markets and distributes logistics plastics.

Building cooler brand 

Rodman recognised a strong brand and effective website would support its business strategy. To achieve it, the group partnered with Hong Kong-based branding and web design firm Stepworks.

Following research and analysis, the Rodman and Stepworks teams revitalised the group’s global brand. The new strategic direction was launched with a new website and marketing communications tools.

Key messages were inspired by the group’s heritage of innovation and quality – a reputation built consistently since the 1960s.

Leadership in plastics expressed with creativity

Rodman’s positioning phrase is Plastics + Creativity = Plasticity.

Plasticity encapsulates the company’s ability to innovate in many different ways, from business model development to new product introduction. It also recognises our brain’s neurological ability to change, serving as an anchor for team development.

The new logo features custom designed typography that resembles the plastic injection moulds essential to the sector. It has been enthusiastically received by the Rodman team. The launch signifies a new era of integration for the company’s global teams and an ongoing commitment to its core values.


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