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Felins USA Rebrands

Felins, a Milwaukee-based packaging solutions company, announced a full rebrand including a new logo, positioning and website. With a strong focus on sustainability and innovation in packaging, the rebrand is a representation of Felins’ growth over the past several decades and outlook on the future of the industry.

With a unique set of technologies and a passionate team of packaging professionals, Felins helps companies worldwide optimize their end-of-line packaging processes and overall operations by minimizing waste and increasing efficiency. From initial inquiry to post-installation service and support, Felins has a strong commitment to customers and functions as a full-service partner with a complete offering of equipment, material and parts.

Emphasizing these benefits, the new brand places Felins at the forefront of sustainable packaging and reflects the company’s leadership position in a variety of markets across the globe.

“We’ve developed a culture of professionals who focus keenly on customer need. We listen carefully and come up with alternatives that are good for the bottom line and good for the environment – truly, sustainability at its best,” said Andrew Barrieau, CEO. “Our company is nearly one hundred years old and the old brand looked it. The new brand represents who we are and where we’re going.”

The new Felins logo characterizes the brand as efficient, smart and innovative. The company’s focus on environmental, economical and operational sustainability as well as process-driven optimization is captured in the new tagline – “Simplify. Solve. Sustain.” The tagline reflects Felins’ core value of continuous improvement and the company’s mission of making every packaging decision help, not hurt, the planet.