Trace sought to evolve their visual identity and packaging to create a more welcoming and approachable shelf presence, getting away from unclear product categorization and a fragmented brand experience.

To modernize their identity, we retained their core icon and logo structure, updating it with customized letterforms and a refined use of negative space in the icon. The result is a fresh yet familiar mark that honors their foundation. Our lead typeface, Nib Pro, strikes a balance between sharpness and warmth, paired with a versatile sans serif that adapts across packaging and digital platforms. Together, these typefaces establish a sophisticated, distinctive tone. A flowing mineral texture adds a tactile connection to the product itself, while a structured layout system reinforces clarity, trust, and brand credibility.

The packaging design focused on unifying and simplifying the system without sacrificing personality. Building on their signature deep blue bottles, we expanded the color’s presence to create a bold and cohesive brand block on shelf. Subtle accent lines of color help categorize the product line, enabling easy navigation while maintaining a strong, unified brand identity.