Bucher Emhart Glass – brand development


Agency: The Armstrong Partnership

Bucher Emhart Glass are the leaders in container glass machinery. 40% of the world’s bottles are made using their machines.

Previously, Emhart operated their forming (hot end) and inspection (cold end) as two separate companies.

Armstrong identified that by bringing both processes together it would achieve levels of efficiency never seen before.

But it needed a brand. Something the production systems and interfaces could all sit under. Something which would inform the industry that they could now experience total plant integration.

End to End: Stronger Together

This simple name, and the creative work that followed, helped to recalibrate the whole container glass industry.

The campaign featured visuals of the ‘hot end’ and ‘cold end’ machinery, and also products, customers and colleagues all combining in unison.

We launched End to End: Stronger Together and the Emhart’s global market share grew by 8%, sales by 30.7%, EBITDA by 85.3% – delivering an ROI of 282%.


2018 DMA Awards, Gold – Best B2B
2019 German Brand Awards, Winner – Excellence in Brand Strategy and Creation; Brand Effect of the Year