One identity for software and organization: Bexter becomes TrackOnline

The company behind the TrackOnline platform, previously known as Bexter, has continued under the name TrackOnline as of January 1. With this step, the software platform and the organization are brought together under one name and one identity.

The TrackOnline platform has been developed in recent years by Bexter. In practice, the use of two names caused confusion and a lack of clarity in positioning. By choosing one name and one brand identity, TrackOnline brings greater focus, recognizability, and consistency to the market.

One platform, one story
With the introduction of the new name and identity, TrackOnline marks the beginning of a new phase. Under the tagline Circular Insights. Returnable Value., the company places full focus on the platform, with the aim of helping organizations extract more value from reusable packaging. By translating data and insights into action, TrackOnline helps organizations operate more profitably and efficiently while complying with applicable laws and regulations related to reuse and circularity.

By connecting poolers, logistics service providers, food producers, retailers, and floriculture companies on one independent platform, a uniform, scalable, and internationally applicable approach to managing reusable packaging is created. Through this supply chain–wide approach, TrackOnline takes an important step toward a global standard for the management of reusable packaging.

Visual identity as a reflection of the strategy
The name change is accompanied by a refreshed logo and a sharpened visual identity. The circular emblem represents the continuous circular flow of reusable packaging. The arrows symbolize movement through the supply chain, while the center refers to data, insight, and control.

The new identity has been implemented on the redesigned website and forms the basis for further communication and product development.

Brand manifesto video marks a new phase
As part of this step, TrackOnline launched a brand manifesto video. This video illustrates the vision and positioning of the platform, with an emphasis on creating value through insight into reusable packaging within the supply chain. The video marks the beginning of a new phase in which everything comes together in one story and one platform.