We are changing
the bottle industry
for good


After partnering with Grow for years, BillerudKorsnäs challenged us with a new assignment – help us create a new brand and platform for the paper bottle project.

The project started in 2015 as a collaboration between EcoXpac, BillerudKorsnäs and Carlsberg, run under the BillerudKorsnäs umbrella. The goal beyond 2020 is the making of a renewable, recyclable and biodegradable paper bottle. Ultimately, with the potential to replace or reduce the usage of plastic, glass and metal liquid packaging.

Throughout the process, Grow has been a closely associated and deeply involved brand, innovation and design partner. From exploring possibilities of paper materials, conducting insight studies and designing paper bottle prototypes to developing and launching the brand strategy and experience for a new project platform.

However smart and ground-breaking, a product innovation cannot alone steer the bottle industry in a sustainable direction. And with a growing number of experts involved, the need for a new marketing context and brand experience became increasingly apparent for a long-term success.


When the decision was made to migrate the project into a joint venture between packaging material developer BillerudKorsnäs and bottle manufacturing specialist Alpla, our work began to define, frame and express the brand. How should this spearhead innovation company look, walk and talk to make a difference? Not like everybody else, seemed like a given answer.

Driven by the purpose “We pioneer paper bottling for a sustainable everyday life” defined in the brand platform, we embarked on a journey, not only with future B2B customers in focus, but also with a consumer mindset, knowing they would be the users of tomorrow’s product packaging.

The purpose was dramatized through the brand manifesto and call-out ”We are changing this industry for good”, capturing a bold attitude and dynamic expression that also is reflected in the name and visual identity. From a collaborative process, generating a long list of name proposals, Paboco came out as a winner. It is the brand name used in everyday practice and also an acronym of the paper bottle company, which is the registered company name.

Together, the name and technical, well-balanced font form the basis of the logo and visual identity, creating an austere, yet playful and dynamic expression.  Leveraging the power of using colours, fonts and symbols to create energy in the meeting between technology, people and creativity. And representing the community of pioneer partners that support the project by sharing knowledge and experience.

To make the brand live and prosper, a vital part was also to document all elements and applications of the identity in an online brandpad tool, as well as producing a website with the latest updates on Paboco and the paper bottle project.


If you want to know more, contact Elsa Victorin.