Following a generational change on both client and agency sides, 2014 was the time to redefine the Schubert brand with the help of archetypal analysis and to redesign all communications. In 2016, the process was completed in all key areas. As an uncontested technology leader, Schubert provides the world's leading FMCG brands with almost magical systems, some over 50 m long, to bring to life the most challenging packaging processes. This magical character and the brand’s consistent focus on innovation are reflected in striking light-dark contrasts. Strong diagonals accentuate the brand’s distinctiveness and forward-looking approach.