Toward that end, the Lake Villa, Illinois, company is updating its logo and has adopted the tagline, “Performance That Delivers.”
Vonco manufactures a variety of customized flexible packaging products for the food, retail, industrial and medical markets. The company also makes promotional products, including the ThunderStix noisemaker.
The 60-year-old business was family-owned until two years ago, when it was acquired by Jacsten Holdings, a Milwaukee, Wisconsin-based investment firm.
Bob Madderom, Vonco’s business development manager, told FoodProductionDaily that Jacsten brought in “a team of individuals with experience in the converting business” to run Vonco.
“One member of the family is still involved in the business but no others remain,” he added.
Since taking the helm at Vonco in January 2013, the new management team has introduced lean business practices and cultivated a company-wide lean culture, Madderom said. Those changes paved the way for Vonco to receive AIB (American Institute of Baking) Certification in May 2014.
As to why Vonco management chose to pursue AIB Certification as opposed to any other standard, Madderom said, “We are obtaining more and more food grade business and as such, we wanted a third party to inspect us.”
“While we are not at liberty to discuss the number of accounts we have in the baked goods and snacks market, [our business there] is increasing,” he added. “AIB is essentially a requirement of a lot of food producers who buy flexible packaging.”
Most recently, Vonco’s management led all Vonco personnel in a strategic business planning initiative.
“We needed a plan or roadmap in order to move forward,” said Madderom. “Our strategic plan gives all employees a plan they can follow to success.”
To complement the changes in substance, the management team also addressed the issue of style. Vonco’s logo was outdated and did not communicate the company’s new lean, strategic approach.
The new brand identity blends legacy imagery with new visual elements that reflect the changes being implemented at the company, according to a press release. The sphere was retained from the original logo, but it now sports a dark blue-to-light blue gradient to convey forward motion.
In the new logo, the Vonco name remains in the sphere, but the old casual typeface has been replaced by a more progressive and serious one. In addition, the logo is now paired with the tagline, “Performance That Delivers.”
“One of the outcomes of our business planning process was that we determined that our strengths as a company give us great opportunity in the markets of food, industrial, medical and retail packaging,” said Tim Morgan, a partner in the business and VP of sales and marketing.
“Moving forward, it’s important that people see us as being professional,” he added.