HighMark

BRANDING + PACKAING

HighMark // HighMark Professional
OfficeMax focused on driving significantly into the janitorial and sanitation categories.  A key component to this strategy included creating a private brand able to compete effectively against established brands.  The objective is to change key end-user perception of OfficeMax as an authority and destination for professional JanSan and breakroom products.

HighMark // HighMark Professional

OfficeMax focused on driving significantly into the janitorial and sanitation categories.  A key component to this strategy included creating a private brand able to compete effectively against established brands.  The objective is to change key end-user perception of OfficeMax as an authority and destination for professional JanSan and breakroom products.

The brand “Highmark”  interpreted literally to establishes a “high mark” of performance, i.e. a level of quality appropriate for the category that exceeds customer expectations.  The brand imagery, logo, copy, etc. reinforce the expectation of that high performance, while also appropriate for food contact, i.e. creating appealing and “appetizing” breakroom products such as cups, plates and bowls.  

All the photos in this sample are taken by the Daniel Czempinski.