Traco

Traco Manufacturing, Inc.
Brand Identity Redesign

Founded in 1985, Traco Manufacturing, Inc. quickly became a leading U.S. manufacturer and importer of packaging equipment and shrink film products. For over 35 years, the company has supplied a wide range of packaging solutions, including flexographic and digitally printed shrink sleeve labels, pressure-sensitive labels, and packaging equipment and supplies. Today, Traco operates under two brand names: Traco Packaging for national accounts and Packaging Utah for its regional presence in the state of Utah.

Challenge:
Traco had been using the same logo since the company’s inception. With branding that hadn't evolved since the 1980s, their visual identity no longer reflected the scale or professionalism of the business. The leadership recognized the need to modernize the brand and better align it with contemporary standards—and I was brought on to lead the effort.

Solution:
I was tasked with conceptualizing and designing a new logo and brand identity that would bring Traco into the 21st century while preserving the integrity and trust they had built over decades. The goal was to create a clean, modern mark that would resonate with both long-standing customers and new audiences, and work effectively across digital, print, and packaging applications.

Results:
The company's CEO was deeply enthusiastic about the transformation, and the response from both internal stakeholders and clients was overwhelmingly positive. Since launching the new brand identity, Traco has experienced steady sales growth, supported by an integrated marketing effort that included social media and other digital outreach.

In the second year following the rebrand, the company exceeded its revenue goals, with shipping figures surpassing $32 million—$6 million more than the goal of $26 million—a testament to the power of updated visual branding paired with strategic promotion.