The Challenge
Richmond Containers approached Refinery with a clear ambition: to be seen as more than a supplier of packaging products and become recognised as a creative and strategic partner to global beauty and wellness brands.
Richmond’s existing site focused heavily on catalogue browsing, failing to capture their design thinking, technical expertise and innovation. The challenge was to expand perception of the site beyond a shop of products to an additional hub of creativity, collaboration and capability.
The Idea
Refinery’s approach was to reposition Richmond around a clear creative narrative: partnership through process.
We developed the Dream, Define, Deliver framework as part of the brand repositioning - a simple but powerful storytelling device that articulates how Richmond supports brands from concept to delivery. This became the backbone of the site’s content, UX and design, revealing Richmond’s value as an end-to-end partner, not just a supplier.
Visually and verbally, the site needed to inspire. We moved away from product grids toward curated Styled Selections and Signature Collections, editorial-style showcases that spark ideas and demonstrate the brand’s creative potential.
The Execution
Richmond’s new site combines high-end design with strategic clarity. Its narrative-led structure built around the Dream, Define, Deliver framework houses rich imagery and curated inspiration, transforming packaging components into stylish, design-led stories.
The site contains dedicated sections for design, technical, ESG and compliance — positioning Richmond as a trusted expert. An editorial insight hub reinforces thought leadership and keeps the brand’s perspective current.
Every element of the experience, from language to layout, reframes Richmond as a creative collaborator and not simply as a catalogue of products.
The Result
Richmond’s new site now embodies the company’s evolution. It communicates expertise, partnership and creativity in equal measure, helping prospective clients to view Richmond as an innovative partner capable of shaping ideas into market-ready products. See the full site here: https://www.richmondgroup.com/
