Traffi
Rebrand of PPE leader Traffi to highlight quality, sustainability and innovation. Traffi’s new visual and verbal identity points to its history of innovation and signals its move toward an ambitious future of growth and sustainability.
Brand Strategy / Brand Identity / Messaging Architecture / Visual Language Creation / Animation / Merchandise
Traffi, the leading provider of industrial safety gloves (PPE), has collaborated SUN to overhaul its visual and verbal identity as it prepares for a future of growth and continued innovation.
Serving key industries across the UK, North America and increasingly globally, Traffi caters to everything from the challenging environments of construction and the complexities of manufacturing to the specialised needs of the healthcare, automotive, and chemical industries . Whatever the sector, Traffi is committed to protecting hands and empowering workers - values that underpin its new identity.
As part of a strategy to evolve their product offering to meet the changing needs of customers, Traffi commissioned SUN to carry out a full rebrand, positioning the business as the leader in safety glove technology. Spotlighting Traffi’s current offerings of high quality products, excellent customer service and value adds (such as onsite signage, glove sizing, sustainability benefits and training) was key to the brief, as was signalling toward its ambitious future.
Traffi also has a long history of innovation, which SUN wanted to honour through its new identity. One of the company’s most notable ‘firsts’ was the introduction of a unique Traffic Light System, a revolutionary approach to hand protection that simplified glove selection based on colour coding, ensuring the right level of protection for every task.
The refined and simplified colour-coding system has been incorporated into the new brand by placing the ‘cut level’ colour front and centre across all product based collateral, helping to further establish the system, as well as creating better brand recognition.
Another first for Traffi is the adoption of sustainable glove materials, manufacturing and supply chain practices, making it the most sustainable provider of gloves in the market. The brand’s green commitments are signalled through the incorporation of clear iconography on product collateral and a new sustainability logo, positioning Traffi as the obvious choice for customers wanting to hit their own sustainability targets.
The SUN team played a pivotal role in shaping the brand's updated visual language, iconography and updated logo, creating a cohesive and engaging presence across all digital and physical platforms, including social media tiles, datasheets, product tags, posters, packaging and animations.
A key aim of the visual overhaul is to differentiate Traffi from competitors by showcasing capabilities, expertise, and a track record of delivering outstanding gloves and customer experience, backed by sector-specific knowledge.
Accompanying the visual transformation is a revamped messaging strategy that places the customer and their challenges at the heart of Traffi’s narrative. The new messaging is clear, concise, and focused on the core values of Trust, Innovation and Collaboration. It further highlights the company’s expertise in delivering solutions that meet the evolving needs of businesses across various sectors.
The global industrial safety glove market is driven by innovation, strict regulations, and a growing focus on worker safety and comfort. By emphasizing the core benefits of its products and deep sector expertise, Traffi aims to win a lasting place in customers’ minds, supported by its new strapline, ‘For Hands. For Life.’
Royston James - TraffiMarketing Manager
We’ve worked with Studio Up North for over six months now, and it’s been a great experience throughout. They’ve helped us to transform our brand into something that really reflects who we are, what we do, and what we stand for, and we’re already seeing the positive impact it’s had on us.
