Company branding gets overhaul

Australian industrial packaging specialist, DSL Packaging is set to implement an entire corporate branding overhaul as it moves to adopt the new business name "Schütz DSL'.

The move, which reflects the recent change in the company's ownership structure, will see the Schütz brand replacing what was previously known in Australia and across South-East Asia as DSL Packaging.

Based in Selters, Germany, Schütz acquired a majority interest in DSL Packaging in late 2005, after the two companies had been closely associated through DSL's exclusive licensing agreement, for the manufacture of the Schütz range of IBCs (intermediate bulk containers) in Australia and the ASEAN region.

Schütz DSL will be represented only by the Schütz corporate logo and distinctive branding across all areas of marketing, as the Schütz name becomes increasingly synonymous with IBCs across the ASEAN region, as it is elsewhere in the world.

The management of the newly named Schütz DSL will remain unchanged with Steve Johnston continuing as managing director of the company, overseeing existing operations in Melbourne, Perth, Brisbane, Sydney, Kuala Lumpur, Jakarta and Auckland.

"We are very proud to be a part of Schutz worldwide and regard this name change as evidence of the mutually strong commitment between the two companies for the long term," said Steve Johnston, managing director of Schutz DSL.

The name will be implemented immediately, with changes to corporate branding expected to be phased in over a short period of time.