Embrace is a London-based creative agency that delivers substance, not just surface appeal. With a knack for getting closer to a business and its communication challenges, the agency discovers unexpected opportunities, and creates powerful ideas that take brands further. Embrace defines, designs, writes and builds brand experiences for a global client base.
Since 2012 we have steadily grown into one of the smartest and most effective business and professional services agencies you could choose to work with. We tackle projects of real complexity with intelligent creativity based on the strongest possible reasoning. Our work in B2B healthcare and finance speaks for itself, but we’re just as excited by cultural and consumer-facing projects.
An engaging web presence for an industry trailblazer
Trivium Packaging is a global supplier of infinitely recyclable metal packaging for the world’s leading brands, with more than 60 locations worldwide. The result of a merger between existing businesses, Trivium is a new player in the sustainable packaging world, but one with heritage. The company needed a scalable and engaging web presence, so enlisted Embrace to design and build its new global website.
The infinite recyclability and adaptability of metal packaging were subjects that grabbed our attention, but the story was being under told. The existing website did a functional job but did not position Trivium as the trailblazers that they are in the industry, nor help them showcase the possibilities of metal packaging. Bringing the packaging products to life was key – creating a connected story all the way through to end consumers.
Designed around a comprehensive system of creative elements, components and adaptable templates, and built on an Umbraco CMS, the new site has been built to be both highly flexible and highly engaging. This flexibility allows the business to adapt the site to suit the needs of global markets, and update through the powerful CMS.
Bringing products to life in the hands of end consumers
As part of the project, Trivium needed an engaging and distinctive, but still relatable, way of showcasing their products to their customers. Whilst Trivium’s customers can create highly attractive designs using Trivium’s products as blank canvas, there is naturally little ownability or alignment to Trivium’s brand once their products are decorated.
Whilst exploring how to represent Trivium’s packaging solutions to their customers, we found that – whilst technically accurate and detail oriented – imagery of plain metal cans and bottles did not fully capture the possibilities of metal packaging, feeling cold and lifeless. Trivium needed tailored and ownable imagery that could show customers the potential of their products, using Trivium packaging, in the hands and lives of end consumers.
To create imagery that brought Trivium’s metal packaging to life, we undertook a design exercise to create a range of distinctive, Trivium branded packaging designs that reflect the markets Trivium work in. After initial broad visual exploration, we created a flexible but cohesive design system – giving us the ability to tailor designs to a specific market whilst maintaining ownability. Once the designs were created, we planned a three-day photoshoot, working with award-winning photographer Slater King, sourcing a range of locations and models. Each photoset depicts an imagined lifestyle scenario with Trivium products being used by consumers, helping to bring these products to life for their customers.
On being shortlisted
“What an amazing project with an exciting business that’s walking the walk (not just talking the talk) with innovation in sustainable packaging. Being recognized by the Global Digital Excellence Awards is a testament to the power of our close collaboration with Trivium Packaging and the combined willingness to challenge at every step,” said Embrace Managing Director, Simon Davies. “We are delighted with the results and on being shortlisted for B2B website of the year.”