Hi-Cone's New Look Says Less Is Better

November 3, 2009

ITASCA, Ill., Nov. 3 /PRNewswire/ -- Hi-Cone, www.hi-cone.com, a global leader in packaging systems, has a new corporate look to convey its core message that for consumer goods companies, their customers and long-term sustainability, less packaging is the best packaging.

For nearly fifty years, Hi-Cone has served consumer goods industries with minimal packaging systems that use plastic ring carriers. Through the years, Hi-Cone's packaging has adapted to new products, package configurations and shapes for cans, glass and plastic containers. The new company motto is Min = Max to convey that Hi-Cone's minimal packaging offers maximum value for consumer appeal and business success.

Hi-Cone's new logo has a simple, elegant, black and white design, and the company's business cards are now printed on a clear plastic material. "The look is clean, clear and simple and promotes what our packaging is all about," said Jeff Neitzel, director of marketing. "Min = Max communicates a global message that minimalism is sustainable and Hi-Cone packaging continues to be a leader in this area."

The new corporate look was unveiled at the recent Drinktec exhibition in Munich. Hi-Cone participated with a sleek, stylish but simple booth designed to mimic the shape of a ring carrier. The huge international beverage industry show drew some 60,000 attendees from 170 countries. Reaction to the Hi-Cone display was surprised but enthusiastic, according to Neitzel.

"There was a constant stream of people taking photos of our exhibit and several design students and professional designers said they were impressed with the new look of Hi-Cone and the booth," Neitzel said. "More significant, however, were comments from visitors from developing countries where six packs or other beverage multipacks are becoming popular. They were unaware of ring carriers as a multipack solution and noted that they are a 'brilliant' packaging solution they hadn't seen before," he said.

The favorable reaction at Drinktec confirmed for Hi-Cone that its new image is helping to communicate the benefits of minimal packaging to the global beverage marketplace. "One of the major advantages of Hi-Cone packaging is that individual containers remain visible and preserve the eye-catching brand designs of the primary package," said Neitzel.

Hi-Cone also redesigned its website, www.hi-cone.com, to capture the new corporate look and theme. The homepage calls out the message "Min = Max" for multipacks. The site is easy to navigate and features sections on Hi-Cone multipack solutions, carrier application equipment, environmental responsibility and sustainability, and company history.

About Hi-Cone

Based in Itasca, IL, Hi-Cone was formed in 1962 to focus on manufacturing and marketing multi-packaging systems and is the leading supplier of plastic ring carriers for consumer goods products. Hi-Cone is a division of Illinois Tool Works, Inc. (ITW).

SOURCE Hi-Cone