RAVENSWOOD, W. Va.–(BUSINESS WIRE)–Star Plastics, a global producer of engineering-grade resins, has unveiled new product line names and brand pillars as part of an extensive rebranding initiative that reflects the company’s accelerated growth strategy and a renewal of its corporate vision.
The new product brand names – Orion Engineered Resins and reNova Recycled Resins – represent Star Plastics’ continued investment to grow its suite of engineered compounds for customers and a strategic focus on its unmatched recycled product line, which is a foundational strength of the company based on its more than three decades’ experience with recycled content.
“The new product line names illustrate Star Plastics’ commitment to accelerated growth and our continued evolution to meet customers’ needs, both inside the company and out,” said Don Wiseman, Star Plastics’ chief executive officer. “Meanwhile, our new brand pillars reflect the renewed sense of purpose, energy and enthusiasm of all our employees and perfectly embody our commitment to quality, service and innovation.”
The rebranding follows recent announcements of a $5 million investment in new equipment and a global partnership with LATI, a European manufacturer of engineering thermoplastics, as Star Plastics continues to increase the breadth of its product offerings to customers and invest for long-term growth. Star Plastics was acquired by Akoya Capital Partners in August 2021.
Elements of Star Plastics’ brand evolution include:
New Product Brand Names. Both new product brand names – reNova Recycled Resins and Orion Engineered Resins – are named after stars or constellations, and reflect how Star Plastics collaborates with customers to formulate products that shine with high-performance properties.
Reflecting renewal, the newly named reNova Recycled product line brings together the company’s 35 years of experience in processing recycled polymers and extensive recycled resins product line – including UL Environment-certified polymers, UL-listed fire-retardant materials, custom colors and content containing post-industrial (PIR) and pre- and post-consumer recycled (PCR) content, information technology equipment (ITE) recycled material, or ocean-bound plastics – to help Star Plastics customers create innovative, sustainable materials that advance sustainability goals and contribute to a circular economy.
Named after one of the brightest constellations, Star Plastics’ Orion Engineered Resins is a high-performance, engineering-grade thermoplastic and composite product line that reliably enhances the performance, design and functionality of applications in a broad spectrum of industries. The product line is named after a hunter from Greek mythology who was known for precision, accuracy and speed – qualities the Star Plastics team brings to its formulations.
New Brand Pillars. The new brand pillars – Partnership + Problem-Solving, Fast + Flexible, Rigorous + Reliable, Innovative + Evolving, and Engineering + Expertise – reflect Star Plastics’ five points of competitive advantage and how the Star treatment leads to star performance for its customers.
New Sustainability Strategy. As part of its growth and evolution, Star Plastics employees are building a new sustainability strategy for the company built on three pillars: Resource-Efficient Operations, Partnering for More Sustainable Products and Processes, and Thriving Communities. As part of the strategy, the company is currently conducting a materiality assessment and crafting sustainability goals aligned to select United Nations Sustainable Development Goals.
“Overall, the rebranding initiative marks another major milestone in the evolution of Star Plastics, as we continue to grow for and with our customers around the globe,” said Doug Ritchie, Star Plastics’ founder and chief strategy officer.
Molly Ritchie, Marketing & Brand Manager, Star Plastics