It was in late 1959 that Ebba Hoffman had a stroke of genius and decided that packaging was the first impression of a company's delivered product. For decades, the Smead plaid had been one of the industry's most recognized symbols of quality and all their premium products were packaged in high-quality kraft paper. Ebba introduced the plaid design pattern that established Smead's distinctive brand identity that would become their most beloved trademark. Smead adapted the logo and packaging over the years in response to customer preference, while their character and commitment to providing the best organizing solutions have remained the same.
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