Rebranding – Hadera Paper Group

One of the more challenging rebranding projects I was involved in. Hadera Paper, formally American-Israeli Paper Mills, is an international group consisting of several companies and brands, such as Kimberly, Amnir and more. We (Lead Advertising) wanted to create a green industrial brand, and apply it where we can within the group.

We changed the AIPM name simply to Hadera Paper – which is the name that most people used anyway when talking about the group. Hadera is the city where most plants are located and it’s Hebrew name is derived from green (Chid’r) in Arabic, so we happened to have an historical ‘green’ in the name!

The idea behind the icon is combining paper industry with a green echo, or vibe. On this project I worked alongside with Yossi Baruch, the planner and Rami Yehodicha,  Lead’s Ceo.

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