Refining a Family-Run Brand with Over Fifty Years of History
Trabon Group
Trabon Group is a Kansas City-based commercial print and menu management company that has been serving national restaurant and retail brands since 1975, handling everything from Applebee’s menus nationwide to large-format signage and on-demand print fulfillment across thousands of locations. At a moment of strategic inflection, with ambitions to expand their retail client base without losing their deep roots in the restaurant industry, they came to us to refine their visual brand and rebuild their digital presence around both.
Trabon serves the same multi-location hospitality industry that we serve, and so this collaboration was a great match.
Scope of Services
The Strategy
Before any design decisions were made, we interviewed the Trabon team by department. Getting everyone’s perspective, from account managers to finishing specialists, ensured the new identity would reflect the culture of a company where many employees have been for well over a decade. That internal alignment is as important as the external positioning, because a brand that doesn’t resonate with the people who live it every day won’t resonate with clients either.
The Idea(s)
The logo stayed. What changed was the letter spacing, a small change that signals exactly the kind of attention we bring to every project. The delta mark at the heart of the Trabon identity, already a symbol of variability and adaptability, was given new life and clearer meaning in the visual language built around it. We recommended centering individual team members throughout the site, giving faces, names, and tenures to a company that clients often experience only through phone calls and print orders. A full asset library was built so the team could maintain brand consistency long after launch, and the site’s content, spanning well over 100 pages, was restructured to support Trabon’s sales goals as clearly as it tells their story.
The Delivery
The new website launched as part of Trabon’s 50th year in business, a milestone that gave the refresh added meaning and momentum. The site is cleaner, better organized, and built to generate leads for both their restaurant and retail practices without making either audience feel like an afterthought. A team photo shoot in Kansas City gave the site the visual warmth to match the culture it was designed to reflect.
A Thoughtful Approach
Made Human
Centering the team, their faces, their words, their years of service, on a website for a commercial printer is a design decision that quietly says everything about what kind of company Trabon is. A business built on precision and longevity deserves a brand that leads with the people who make both possible.
