white rabbit
FORMERLY FEVE
Glass Packaging Europe.
Brand identity and website, ahead of the 50th anniversary.
BRUSSELSWHITERABBIT.EU
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BRIEFING
BRUSSELSWHITERABBIT.EU
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The brief.

Following your members' endorsement of the new name, Glass Packaging Europe, the Federation is commissioning the next phase of its repositioning: a renewed visual and verbal identity and a refreshed website.

Two workstreams, delivered in parallel and building on the positioning already agreed, for a single launch on 1 December 2026.

2 parts
the two workstreams, in parallel
1 Dec 2026
brand and website, launched together
2027
the Federation's 50th anniversary
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APPROACH
BRUSSELSWHITERABBIT.EU
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How we reach 1 December.

A two track method that keeps both workstreams aligned.

01
Discovery and alignment
An opening session with your team, an audit of the current brand, website and content, and agreement on priorities, messaging pillars and success criteria.
02
Identity
Verbal identity first (messaging, tone, boilerplate), then the visual system: logo, guidelines and templates.
03
Website
Information architecture, user experience and wireframes signed off by 10 September, followed by design, CMS build, content migration and redirects from feve.org.
04
Launch and handover
Board pack on 10 October, validation on 22 October, then final assets, accessibility and quality assurance, and go live on 1 December, with all editable source files transferred to you.
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IDENTITY
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Positioning and identity.

VISUAL IDENTITY
  • Logo and icon system, all the variants you need across digital and print: favicon, social banners, plus a logo animation.
  • Identity toolkit, brand guidelines covering colour, typography, iconography and imagery.
  • Image style and art direction, a moodboard and imagery direction tied to your messaging.
  • Template suite: PowerPoint master, Word letterhead and email signature.
  • Brand architecture: how the new identity relates to Friends of Glass and Close the Glass Loop.
VERBAL AND TEXTUAL IDENTITY
  • Tagline and descriptor to carry the new name.
  • Messaging framework: your value proposition and proof points, tied to your strategic priorities.
  • Tone of voice, with practical guidance and examples.
  • Editorial style guide: spelling convention, glossary, hashtags, and a do and don't word list.
  • Boilerplate copy: short, medium and long descriptions for reuse across channels.
  • Launch roadmap, a one page plan for sequencing the roll out.
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WEBSITE
BRUSSELSWHITERABBIT.EU
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Website restructure and migration.

A simplified feve.org, with a sharper value proposition and the new identity applied. English only, accessible, and live at launch.

STRUCTURE AND EXPERIENCE
  • Information architecture and wireframes on a simpler, clearer structure.
  • UX and key user paths aligned to your stakeholders and priorities.
  • Design applying the new visual identity.
  • Modern, responsive experience: mobile first, with subtle motion and parallax for a contemporary feel.
  • Content advisory: what stays, what goes, structure, length and format. You own and supply all content.
TECHNICAL AND MIGRATION
  • CMS implementation, WordPress or comparable, easy for your team to edit.
  • Content migration from the current site.
  • New domain set up, with 301 redirects and SEO carry over from feve.org.
  • Accessibility to WCAG 2.1 AA, plus basic SEO.
  • Launch support: the site goes live with the brand. Optional hosting and maintenance from 2027, quoted separately.
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TIMELINE
BRUSSELSWHITERABBIT.EU
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One timeline, two tracks.

Brand identity and website proceed in parallel, on two independent tracks.

13 Jul
In person presentation to your team
15 Jul
Kick off, both tracks in parallel
10 Sep
Website IA and wireframes signed off
10 Oct
Board pack ready, identity and website
22 Oct
Presentation to and validation by the Board
1 Dec
Brand and website launch
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CREDENTIALS
BRUSSELSWHITERABBIT.EU
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Comparable work.

EU federations and institutional clients we have supported with strategy, naming, identity and websites.

CAOBISCO
Chocolate, Biscuit and Confectionery Industries of Europe
New visual identity, logo redesign and website. A full rebrand for an EU food sector federation.
→ view case
CIUS
Committee of European Sugar Users
New visual identity and website for #EUSugarUsers, a logo system rooted in the molecular structure of sucrose.
→ view case
FERMA
Federation of European Risk Management Associations
Ongoing creative direction. Mother/Sister brand architecture and full visual identity.
→ view case
FERMA Forum 50
The 50th anniversary edition
Creative direction for FERMA's 50th anniversary forum, end to end from event identity to social rollout. Directly relevant to your own 50th in 2027.
→ view case
PHILEA
Philanthropy Europe Association
Brand and communication support across a fragmented stakeholder landscape.
→ view case
TIE
Toy Industries of Europe
Naming, visual identity and stop motion animation for the Toy Safety Tips campaign.
→ view case
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TEAM
BRUSSELSWHITERABBIT.EU
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Your team.

A senior team leading the work directly, from kick off through to launch.

Alberto Maccari
Alberto Maccari
Founder and Creative Director
20+ years in brand design and international advertising across Milan, London, Düsseldorf, Munich and Brussels, at TBWA, Havas, J. Walter Thompson and Isobar Dentsu Aegis. Specialised in brand identity and art direction, with a passion for innovation and automation. Current and recent creative direction for FERMA, PHILEA, CAOBISCO, CIUS and TIE. Will lead the brand identity and present in person.
linkedin.com/in/albertomaccari
Lucie Basset
Lucie Basset
EU Client Strategy Director
15 years in strategic communications, project and account management, web and graphic design, and community building across the EU bubble and the tech industry. Previously 10 years at the European Climate Foundation, building its corporate communications function, and 2 years at NationBuilder.
linkedin.com/in/lucie-basset

The two of us lead directly, backed by White Rabbit's in house studio: brand and motion design, plus a dedicated web team for WordPress development and front end build. Capacity is assured across both workstreams.

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ESTIMATION
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Estimation.

A fixed fee per workstream, within your indicative budget, itemised for full transparency.

Part 1: Brand identity
Discovery and verbal identity€3,420
Logo and visual system€5,700
Brand guidelines and art direction€3,800
Templates and launch roadmap€2,280
Subtotal€15,200
Part 2: Website
Design and UI€6,650
Development€13,300
Content migration€6,650
Testing and launch€2,850
Subtotal€29,450
Total fixed fee €44,650 excl. VAT

Launch support: the site goes live with the brand. Optional hosting and maintenance from 2027, quoted separately.

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OPTIONAL
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Brand launch film.

An optional workstream, evaluated separately: a short launch film for the new brand, around €5,000.

VIDEO OPENER
New brand identity
A short film on the refresh: the journey, the why, and how the new brand identity and website come together.
separate edit
PRESIDENT INTERVIEW
In their own words
A filmed interview with your President on the vision behind the new positioning.
separate edit

Delivered as two separate edits plus one intercut version combining both, aligned with the 1 December launch.

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BRUSSELSWHITERABBIT.EU
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White Rabbit

Let's build
the next 50 years.

Glass Packaging Europe is repositioning a long established federation while preserving the substance of its mission: a new name, a clearer identity and a stronger website. This is precisely the work we do best, and we would welcome the opportunity to present it in person.

www.brusselswhiterabbit.eu alberto@brusselswhiterabbit.eu
Alberto Maccari, Founder and Creative Director
↓  Download the proposal (PDF)