BW Converting has introduced a new brand identity at drupa in Düsseldorf, marking a significant shift from its previous name, BW Converting Solutions. This rebranding comes on the heels of its recent acquisition of Baldwin, a major player in the print and industrial technology sector. BW Converting’s portfolio also includes Paper Converting Machine Company (PCMC), Winkler+Dünnebier (W+D), Hudson-Sharp, STAX Technologies, and Northern Engraving and Machine Company.
The rebranding effort aims to present a unified and clear representation of the company’s capabilities. The new identity reflects BW Converting’s commitment not only to technological excellence but also to broader societal contributions.
Simon Blake, VP of Marketing at BW Converting, emphasized the company’s mission, stating, “Our mission is to inform our markets about topics which help them bridge the gap between what they know and what they need to know. Because we change and transform many raw materials from one purpose to a better one, we are supporting all our customers’ and markets’ goals to ‘Change for the better.’”
Stan Blakney, Group President of BW Converting, highlighted the strategic nature of the rebrand: “The rebrand is a culmination of a focused plan to support customers’ growth through the integration of our knowledge, scale, and global footprint over six strong product brands. Customers are looking for a recognizable company that can support them either in one or many technologies. This rebranding will enable them to do that and have a better understanding of why we come and work for BW Converting.”
The new branding aims to streamline how customers and markets perceive BW Converting’s diverse technology offerings and reinforce the company’s commitment to positive change.