making a new brand more meaningful

Brand isn’t always a top consideration in buying drywall products. We helped Continental become a brand contractors connect with and architects ask for.

CBP brand launch

the challenge

In a category that often treats brands as interchangeable, we needed to help the new brand Continental prove its wallboard and finishing products are worth asking for by name.

our process

We turned key concepts into concrete reality, activating the new identity across the company and its channels to build brand recognition and establish a clear, confident voice.

we delivered

Now there’s a distinctive presence in the aisle, the channel and online, connected to a story of steadfast quality. Plus, a strong brand framework for future extension and expansion.

Interrupt developed CBP packaging

packaging design

Contractors shop for joint compound by color. So each product pail features the brand's signature bison in a different "pasture" of color — providing instant recognition on the shelf with a distinctly branded design.

connecting with the channel

sales playbook

Customer suggestions inspired new product formulations. An easy-to-use sales playbook helped sales reps share the specifics.