Some say B2B companies are becoming more like consumer-oriented companies, simply because everyone — whether a business buyer or a shopper in your local store — is always a consumer first. That also means even B2B companies are increasingly aware of attractive packaging and labeling; not only for themselves, but also for their customers.

Speed North America — a division of Speed Group — embraces this approach fully. A manufacturer of monofilament line for string trimmers for garden and lawn use (they’re sometimes called “line trimmers” or “weed whackers”), the company wanted to upgrade the attractiveness and design qualities of what it offered to B2B buyers, who intended to take the company’s monofilament line and “white label” it as their own brand. This, in turn, required a strong commitment to attractive, consumer-oriented labeling that would appeal both to B2B buyers and those buyers’ customers.

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