When Williamson renewed its brand identity, the change was not only a cosmetic one: it was also a shift towards sustainability. Read what it took to transition from plastic-heavy packaging to greener future!
Sustainability is central to Rapala VMC’s approach, and we are actively working to improve our environmental practices in the recreational fishing industry. Initiatives such as adopting eco-friendly lure materials and reducing plastic in packaging are crucial steps towards reducing our ecological footprint.
As part of our 2024-2026 Sustainability Strategy, we continue our efforts to eliminate harmful substances and increase our use of biodegradable materials. While we acknowledge there is still progress to be made, the recent overhaul of our Williamson brand clearly demonstrates our commitment to leading by example and continuously enhancing our sustainability efforts.
Williamson’s facelift from plastic to eco-friendly sleek
The Williamson brand, known for its high-quality saltwater fishing gear, had not seen much innovation in nearly two decades. Recognizing the need for a revival, we embarked on a significant transformation, starting with a fresh logo and brand identity. The pivot was not only cosmetic; it also marked a crucial shift towards sustainability.
Philippe Guigo, Williamson Brand Manager, who spearheaded the brand renewal, shares, “When we decided to give a new boost to the Williamson brand, we saw an opportunity not just to update the look but also to overhaul the packaging entirely. We aimed to eliminate plastic use as much as possible, all while enhancing the customer’s ability to interact directly with our products.”
Transitioning from traditional to sustainable packaging was a natural step forward for us. We replaced the old plastic-heavy designs with new, almost entirely plastic-free packaging across Williamson’s global product range. This change involved redesigning packaging for over 900 SKUs, which now feature a durable three-layer cardboard structure capable of handling the substantial weight of saltwater fishing gear.
The innovative packaging design reduces plastic usage by approximately two metric tons annually, thanks to the elimination of oversized plastic clamshells. We optimized the use of materials by creating versatile carton cards that accommodate multiple products, further minimizing waste.
A collaborative effort for a greener future
The Williamson packaging transformation was a global effort, involving a diverse team from our factories in Asia, designers in Finland, and experts across the USA and Europe. This wide-ranging collaboration brought a variety of insights and expertise that were crucial to the project’s success, ensuring that the new packaging met both practical and aesthetic standards.
The challenge was to develop packaging that was not only sustainable but also capable of supporting the significant weight of saltwater fishing products. We engineered a robust three-layered cardboard “sandwich,” consisting of an outer shell, an inner core, and another outer shell, to provide the necessary strength. Sourcing the right quality and thickness of cardboard was essential to maintain product integrity during transport and on display, proving that sustainability can complement practical design beautifully.
Further, the positioning of the product within the package required careful consideration of weight distribution and hook placement. Our team undertook extensive testing to ensure the packaging would hold the products securely under various conditions.
Positive market reception and continuing innovations
The market’s response to the new Williamson packaging has been overwhelmingly positive. Launched initially in the Southern Hemisphere in summer 2023 and set to launch in Europe in the summer of 2024, the redesign has been met with acclaim for both its aesthetic appeal and functional improvements. Customers appreciate the reduced plastic use and the tactile product experience, which allows for better visibility and handling of the fishing gear.
“Our rebranding and packaging redesign have been extremely well-received by both retailers and consumers. The new design is not only cleaner and more attractive, but also significantly reduces our environmental footprint,” Philippe Guigo explains.
In addition to packaging innovations, we are actively adopting non-toxic materials in our products. This includes introducing lead-free trolling gear, substituting traditional lead with zinc.
“We continuously strive to incorporate sustainable materials into our products wherever possible, aligning with our broader commitment to environmental responsibility,” Guigo adds.
This journey has breathed new life into the Williamson brand while reinforcing Rapala VMC’s sustainability commitment. By integrating these practices across our operations, we continue to build a culture of conservation and responsibility that aligns with our values and meets our customers’ expectations.
“It’s been a fun ride; seeing the Williamson brand re-emerge 20 years later has been incredibly rewarding and a testament to our team’s hard work and dedication to sustainability.” Philippe Guigo concludes, reflecting on the entire brand renewal process.
