It’s impossible to ignore the importance of plastics or the problems caused by this material. Plastics Europe, a leading European trade association representing plastics manufacturers, has been on a journey of transformation. In early 2021, the organisation redefined its purpose: to be a catalyst for the plastics industry accelerating sustainable solutions valued by society.
“Plastic is an extraordinary material – flexible, colourful, light, abundant and almost indestructible…Plastic is also an extraordinary pollutant. Flexible, colourful, light, abundant and almost indestructible: the very properties that make it so useful also make it problematic when it escapes into the environment…plastic is also becoming an extraordinary unifier.”
Hugo Tagholm, CEO of the charity Surfers Against Sewage, in the foreword of “Turning the Tide on Plastic” by Lucy Siegle
Creating a new brand identity
Plastics Europe engaged Grain to bring to life its new purpose, strategy statement, strategic pillars and specific goals — all supported with an organisational narrative — with a robust brand strategy, new visual identity, and website.
Embarking on the brand strategy, we interviewed stakeholders including Plastics Europe staff and members as well as people representing non-profits, policy makers, brands which use plastics, academics, and journalists. These interviews and further research informed the brand strategy, which was in turn the foundation for the new visual identity and strapline, “Enabling a sustainable future”.
Strengthening an online presence
The full website was available in seven different languages: English, French, Spanish, German, Italian, Polish and Dutch. After website analysis and stakeholder consultation, we agreed to keep the international site in English as the main version. This is supported by a streamlined variation for the other six languages. The site has also been designed to be fully responsive on mobile and tablet devices.
The “About Plastics” section was a high-traffic area, with a range of global visitors. We renamed and developed the section to be Plastics Explained. This serves as a navigation route to other relevant and dynamic areas of the site, for example, members’ case studies.
The new website centres on Plastics Europe’s purpose of accelerating sustainable solutions valued by society. It hosts a diverse range of rich content, with news, publications, position papers, and market data all readily available. A simple search function helps users to find the content they need, quickly and easily.
Updated content explains a complex sector
Plastics Europe asked us to rewrite the site content, making it easier to understand while retaining the scientific input. As part of the work, we implemented a consistent style and tone that supported the Plastics Europe brand. Throughout the site, we cross referenced content to relevant sections for a richer narrative. Each page is search engine optimised, using best practice for metatags.
The work was carried out working closely with the Plastics Europe team, and committees made up of Plastics Europe members. The new strategy, branding, and website launched on 25 October 2021. Virginia Janssens, Managing Director, described the new visual identity as “Built on openness, collaboration, trust and innovation, the logo symbolises different entities coming together to form a dynamic core, enabling a sustainable future.”
We also created the launch video, including script, storyboard, editing and logo animation. Our collaboration with Plastics Europe continued through 2025 with further branding and communications support.
“Plastics Europe recently defined a new purpose and strategy revolving around sustainability. We chose Grain to support us in articulating our strategy and to reflect it in a rebranding, with a new logo and visual identity, strapline, website including copywriting and marketing materials. Their work helped us gain consensus with many stakeholder groups, repositioning Plastics Europe and providing us with new tools for effective engagement and communication.”
— Sylvie Aitken, Communications Director, Plastics Europe
