Traco Manufacturing, Inc., founded in 1985, quickly became a leading U.S. manufacturer and importer of packaging equipment and shrink film products. Over the years, they’ve offered flexographic and digitally printed shrink sleeve labels, pressure-sensitive labels, packaging equipment, and supplies. Additionally, they operate an Utah-based distributor division called Packaging Utah.
Packaging Utah supplies a wide range of products, including packaging materials, corrugated boxes (standard and custom), fillers, janitorial supplies, tools, and more. Operating under a DBA, Packaging Utah works alongside Traco Packaging, but customers often confused the two due to overlapping business communications. To address this, management decided to establish Packaging Utah as a distinct brand, while still aligning it with Traco.
I was tasked with designing a new logo and brand identity for Packaging Utah to make it a recognizable sister brand to Traco Packaging. The new logo, well-received by Traco’s CEO, John Palica, has been featured across various marketing channels, including social media. This rebranding effort has contributed to significant growth, with Packaging Utah’s sales now surpassing those of Traco’s national accounts.
The Packaging Utah side of the company wanted to increase their ability to deliver orders in Utah much more quickly, and the concept of the "Road Runner" van was born with a unique vehicle wrap.