Treko, a Mauricie-based company, produces vegan freeze-dried meals designed for outdoor enthusiasts. Known for their nutritional value and great taste, Treko products have even accompanied adventurer Caroline Côté on her solo ski expedition to the South Pole.
As part of its growth strategy, particularly with specialty retailers, Treko partnered with Braque to overhaul its packaging in order to maximize shelf impact while staying true to the brand’s roots.
While the original compostable pouches aligned with Treko’s eco-conscious values, they had two major drawbacks: limited print space and poor moisture resistance. The new format is recyclable, durable, fully printable, and can even double as a serving bowl once rehydrated—an upgrade that greatly enhances the user experience.
Our mandate: create packaging that’s eye-catching, informative, and aligned with retail realities—a solution that boosts visibility while reinforcing quality and brand trust for both consumers and outdoor gear retailers.
During our audit, we identified the opportunity to align Treko’s visual identity with its new packaging. Multiple creative routes were explored, including a custom-built brand refresh. The client’s reaction was clear: this new identity was essential to take the brand to the next level.
Inspired by the natural setting where the meals are consumed, the visual concept features a continuous mountain range that spans across the product line—creating a striking shelf presence. Each meal is also colour-coded for quick recognition, even at the bottom of a backpack.
The result: a brand and packaging system that’s coherent, functional, distinctive, and firmly rooted in nature and adventure.
When we decided to redesign our packaging, we had one clear goal: to create something that would really pop on the shelf. To make it happen, we needed to work with some of the top players in the food industry — that’s why we chose Braque. They were super flexible, really listened to what we needed, and delivered an amazing design that’s going to take Treko to the next level. Big thanks to the whole team!
Émile Plamondon
President, Treko
