Robbie Manufacturing Inc., Lenexa, Kan., is restructuring its operation as part of a strategy to better help retailers and brand owners advance their packaging initiatives.

The company, which set out two years ago to redefine the roll of plastic film in consumer packaging, has revamped its client services portfolio to provide direct access to Robbie’s packaging experts, Robbie notes.

The goal is to aid decision-making from early ideation and exploration to warehousing and inventory, Irv Robinson, Robbie co-founder and chief executive officer, said in a statement.

He noted that the company is taking a collaborative approach and leveraging an intelligent proprietary project management system that offers instantaneous input and feedback on multiple scenarios.

Other Robbie initiatives include a major renovation and build-out of its 125,000-square-foot facility under the Leadership in Energy and Environmental Design (LEED) Green Building Rating System. The expansion includes a demo center, client lounges, conference rooms equipped with advance communications and a fitness center.

Robbie also is launching a refreshed corporate identity, which includes a new logo and tagline, “Fantastic Flexibles.”

The new identity is part of Robbie’s focus on developing high-performance flexible packaging and serving as a packaging change agent, Robinson stated.