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Sonoco-Trident Preserves Brand Identities for the World’s Largest Companies
Brand consistency is paramount to our clients. Veeam, Keytech and Nimble help us protect their digital assets so we can ensure brand equity across all media.
Ruth Rew
Global IT Manager
Sonoco Trident

The Business Challenge

Sonoco-Trident helps companies preserve brand awareness in the global marketplace.

Building and maintaining brand equity is important in all industries. According to a study by Lucidpress and Demand Metric, a consistent brand presentation across physical and digital platforms can increase revenue by up to 23 percent.

Every brand has visual and emotional components, so maintaining a consistent identity isn’t easy. That’s why the world’s largest multinational consumer goods companies work with Sonoco-Trident.

Sonoco-Trident creates full suites of e-commerce images for their products, so they look as real on screen as they do in a consumer’s hand. The company also builds 3-D models of products to create computer-generated imagery (CGI) that mirrors packaging consumers see on store shelves. CGI animation is another specialty of Sonoco-Trident’s. Animated videos keep consumers engaged.

Digital assets generate a tremendous amount of data toward the company’s grand total of 1.5 PB on 300 virtual machines. On average, total data grows 15 to 20 percent each year. When slow backup and recovery made it difficult to meet recovery time and point objectives (RTO and RPO) required by the business, the IT team wasted no time finding a solution that would meet those objectives.

“Our main goal was recovering data fast,” said Ruth Rew, Global IT Manager at Sonoco-Trident. “We wanted to automate data management across the enterprise, so in the event of a disaster, we could ensure business continuity.”

The Veeam Solution

Sonoco-Trident replaced its legacy backup solution with Veeam Backup & Replication. Next the company chose Keytech Managed Solutions to design, build and manage a fully redundant IT infrastructure featuring a new workflow management platform, which Veeam protects.

“Veeam and Keytech automate data management across the company so we can maintain business continuity,” Rew said. “They give us global IT capabilities to support our global presence.”

Sonoco-Trident has 11 full-service locations in North America, Latin America, the European Union and Asia-Pacific. Each location has a data centre containing the same hardware, software and Veeam solutions, which back up and replicate from eight Nimble Storage CS-Series from Hewlett Packard Enterprise (HPE).

“The integration between Veeam and Nimble is remarkable—it reduces backup and recovery speeds by 90 percent,” said Andy Pilkington, CTO at Keytech. “Recovery objectives decreased to one hour for all production workloads, thanks to Veeam Explorer for Storage Snapshots and Instant VM Recovery. Sonoco-Trident meets RTO and RPO every time, giving them confidence they can meet their service level agreements and maintain business continuity.”

When building the IT infrastructure, Keytech used a Veeam feature called Scale-out Backup Repository to group multiple backup appliances into a single repository. Pilkington said this feature is invaluable because it keeps management of backup targets simple and flexible. He also said Veeam leverages the block-clone feature in Resilient File System (ReFS) on Microsoft Server (a backup target) to increase the speed of synthetic operations such as merge, full and Grandfather-Father-Son (GFS) backup. This reduces redundant data, allowing the creation of space-less full backup.

“I’ve been a Veeam evangelist for a long time,” Pilkington said. “It’s been core to our managed services practice for many years. “When we work with a customer like Sonoco-Trident, we think of every possible recovery scenario, and Veeam can always handle it.”

Additional Veeam features make data management easier, such as DataLabsTM to verify recoverability of backups (SureBackup) and replicas (SureReplica) and advanced deduplication and compression to extend data retention. For Sonoco- Trident, onsite retention increased from 30 days to 365 days, making recovery far more flexible.

“It’s about flexibility for today and future-proofing for tomorrow, and that’s what Keytech, Veeam and Nimble do for us,” Rew said. “They make us resilient, so we can maintain business continuity.”

The Results

  • Automates data protection to ensure business continuity
    Automated data protection lets Sonoco-Trident deliver on its promise to preserve clients’ brand awareness in the global marketplace. “Brand consistency is paramount to our clients,” Rew said. “Veeam, Keytech and Nimble help us protect their digital assets so we can ensure brand equity across all media.”
  • Provides global IT capabilities to support a global presence
    Keytech built and manages an IT infrastructure for Sonoco-Trident that connects 11 offices worldwide. Each office has a data centre containing the same hardware, software and Veeam, which backs up, replicates and recovers from Nimble Storage CS-Series.
    “It’s our global IT infrastructure that makes it possible for our company to be truly global,” Rew said. “We link every employee and office around the world to share information and artwork processes.”
  • Meets recovery objectives by increasing backup and restore speeds 90 percent
    “Veeam and Keytech meet every one of our business and technical requirements,” Rew said. “I’ve been in the industry for nearly 40 years, and it’s been a long time since I’ve come across a solution that delivers exactly what management wants and exactly what IT wants. Veeam does both.”


Sonoco-Trident helps more than 2,000 of the world’s leading consumer brands preserve their brand identities by ensuring their packaging and presentation are consistent across all physical and digital media. Founded in 1993 and headquartered in Hull, England, the company employs 600 people in 11 locations worldwide.


Many of the largest consumer goods companies in the world trust Sonoco-Trident with their brand identities. Sonoco-Trident creates digital versions of their artwork that can be used online, in stores and on TV. Digital media generates a tremendous amount of data, and Sonoco-Trident must protect that data on behalf of its clients. Slow, unreliable backup and recovery prompted the company to redefine its data management strategy.


  • Automates data protection to ensure business continuity
  • Provides global IT capabilities to support a global presence
  • Meets recovery objectives by increasing backup and restore speeds 90 percent

About Keytech Managed Solutions:

Keytech has been providing enterprise grade IT managed services and technology solutions across the United Kingdom for more than 25 years. Operating 24 hours a day, Keytech provides a bespoke range of managed, hosted and support services designed to accommodate any business model.