The containerboard industry may go unnoticed, yet it plays an essential role in everyday life. As the paper base for corrugated cardboard, containerboard enables goods to be packed, shipped, protected and promoted worldwide.

At a time of increasing environmental scrutiny and regulatory evolution, the industry needed more than visibility. It needed clarity. A shared voice. A credible narrative grounded in facts.

Uniting 120 companies across 22 countries and representing 40,000 people under one identity required more than design expertise. It required alignment.

To capture the authentic voice of the industry, Shake worked closely with a task force of communication experts from member companies. Through workshops and structured dialogue, we identified common priorities, clarified ambitions and translated complexity into direction.

Our role went beyond branding. We acted as orchestrators, facilitating consensus, structuring diverse perspectives and ensuring that every strategic decision reflected the industry’s shared reality.

Because a strong identity cannot be imposed. It must be recognised from within.

We created a brand identity in which the association could truly recognise itself.

Rooted in the materiality of the product and the seriousness of its role, the new identity balances confidence with accessibility. The tone of voice reflects both the industry’s technical expertise and its responsibility within the European value chain.

The digital platform was designed not just as a website, but as a space for dialogue — making complex topics clearer for policymakers, NGOs, investors and partners.

It also became the home of the 42-page Roadmap to Net Zero — developed by Climact and designed by Shake — a concrete expression of the industry’s long-term commitments.

With a new identity and a modern platform, Containerboard Europe can now speak with one clear voice. The Roadmap to Net Zero became a clear reference point for the industry’s ambitions and policy expectations.

Its launch through LinkedIn and email campaigns brought high visibility within the sector and beyond. One post alone generated nearly 10,000 organic impressions, proving the industry’s story resonates far outside its own network.