Gaco Western

Product branding, packaging and collateral for manufacturer of construction coatings

Gaco Western manufactures commercial-grade construction coatings, such as waterproofing and insulation, for both the construction industry and the retail market. Since the company has two distinct markets with different needs — retail and commercial — we developed separate brand identities for each market.
The retail side incorporates brighter colors and the imagery emphasizes the simplicity of the product application. The commercial side has a more rugged appearance, with subdued colors and a “no-frills” aesthetic that emphasizes product attributes and instructions, which would appeal to the needs of a construction professional.